Akshay Kumar is back with a spicy new ad, and this time Rajpal Yadav is stealing scenes in multiple chef costumes. Catch Spices has launched a fresh TVC for its Catch Sprinklers range, packed with humour, bold flavours, and a punchline rooted in everyday Indian language. The “raita phail gaya” twist at the end is already making people talk.
The Storyline That Makes You Stay Till the End
The ad opens with Akshay Kumar on a mission to impress a woman. The trick? Presenting dish after dish, each quietly prepared by Rajpal Yadav dressed in different chef avatars across the film.
Every dish gets its moment only after a variant from the Catch Sprinklers range is added. The product does not sit in the background here. It drives the story forward with every scene.
The final moment is the one viewers will carry with them. The everyday phrase “raita phail gaya” gets a literal, food-driven spin as the Catch Raita Masala Sprinkler makes its entry right at the end. It lands with the kind of humour that feels effortless and very, very Indian.
The Creative Mind Behind the Campaign
The TVC was conceptualised and produced by Dentsu Creative Webchutney, a creative agency with a strong track record of building brand films that connect emotionally with Indian audiences.
Surjo Dutt, CEO and CCO of Dentsu Creative Webchutney, laid out the thinking clearly. “The intent behind the new Catch Sprinklers film was to celebrate the versatility of taste and how food preferences today are deeply personal. Through a simple slice-of-life narrative, the film shows how the same dish can transform into elevated flavour experiences with just a sprinkle,” he said.
The decision to cast Akshay Kumar and Rajpal Yadav together was a deliberate one. Their on-screen bond stretches back years across multiple Bollywood films, and that natural comfort between them is exactly what the agency wanted to tap into. Dutt described their pairing as “evergreen,” saying it brings the idea alive with humour, relatability, and effortless camaraderie that makes the storytelling instantly engaging.
What the Brand and the Star Had to Say
Arnab Ghatak Choudhury, General Manager of Marketing at Catch Salt and Spices, DS Group, placed the campaign inside a much bigger brand story.
“By expanding the Catch Sprinkler range, DS Group is evolving its seasoning portfolio to align with the changing culinary tastes while meeting the rising consumer interest for convenience and high-quality formats that elevate routine meals,” he said.
That statement reflects a real shift happening across the Indian spices market right now. Consumers are no longer just reaching for basic masala. They want ready-to-use formats that respect their time without asking them to sacrifice flavour.
Akshay Kumar called the film’s storytelling vivid and true to authentic taste. He said the campaign brilliantly showcases the wide variety of the range and added that it captures the actual experience of elevating everyday food moments, making them truly special. The campaign’s tagline, “Kyunki Khana Sirf Khana Nahi Hota” (Because Food is Not Just Food), wraps the emotional thread of the entire film together perfectly.
What Makes the Catch Sprinklers Range Stand Out
Catch Spices is a flagship brand under DS Group, a diversified Indian conglomerate headquartered in Noida. The group has been actively repositioning Catch as a premium, modern spice brand built for today’s Indian kitchen.
The Sprinklers range targets a fast-growing segment of convenience-first consumers, especially urban millennials, working professionals, and nuclear families who cook at home but need speed and quality in equal measure.
Here is what sets the Catch Sprinklers range apart in a crowded category:
- Ready-to-use format that removes the need to measure spices every time
- Covers multiple cuisines and everyday meal types under one range
- Multiple flavour variants including the Raita Masala Sprinkler
- Lightweight, ergonomic packaging designed for modern kitchens
- Works equally well for quick upgrades and elaborate home-cooked meals
The convenience spice segment in India is expanding fast. With more people cooking at home but spending less time in the kitchen, brands that offer flavour in a grab-and-use format have a clear runway ahead of them.
| Campaign Detail | Information |
|---|---|
| Brand | Catch Spices, DS Group |
| Product Focus | Catch Sprinklers Range |
| Brand Ambassador | Akshay Kumar |
| Special Cameo | Rajpal Yadav (multiple chef avatars) |
| Creative Agency | Dentsu Creative Webchutney |
| Distribution Platforms | Television, OTT, Digital |
| Campaign Tagline | Kyunki Khana Sirf Khana Nahi Hota |
Where You Can Watch This Campaign
The rollout is going broad. Catch Spices is pushing the TVC across television, OTT platforms, and digital channels simultaneously, targeting consumers across every major screen they use daily.
This multi-platform strategy makes strong sense in 2026, when the average Indian viewer splits screen time between live TV, streaming apps, and social media feeds without a second thought. India’s OTT user base has surpassed 400 million, making it a non-negotiable space for any FMCG brand running a national campaign.
The digital rollout also sets the stage for shorter, punchier cuts to circulate on social media, where the “raita phail gaya” punchline has the kind of viral potential that brands spend months trying to manufacture.
For Dentsu Creative Webchutney, placing a culturally loaded phrase like “raita phail gaya” at the climax of a product-driven ad is not just clever wordplay. It is a bridge between a brand message and a moment that every Indian household understands without any explanation.
Catch Spices has made a confident, humour-first bet with this campaign, and it pays off. A beloved star pair, a product story woven naturally into every scene, and a punchline that does not need translation. For a brand pushing hard to own the convenience spice space in India, this TVC lands in exactly the right place. Because at the end of the day, good food is never just about filling a plate. It is about the feeling it creates, and sometimes all it takes is one well-placed sprinkle. What do you think of the new Catch Sprinklers TVC featuring Akshay Kumar and Rajpal Yadav? Share your thoughts in the comments below.
