National, 15th May, 2026: Catch Salt & Spices, one of the popular brands under Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, has announced the launch of its new TVC for the Sprinklers range. Conceptualized and created by Dentsu Creative Webchutney, the campaign marks a significant milestone as it features brand Ambassador Akshay Kumar’s debut in the Sprinklers category TVC, alongside a special cameo by Rajpal Yadav. The TVC will be aired on television and digital platforms, including social media and OTT, ensuring widespread reach among target audiences.
The TVC revolves around the everyday joy of perfecting a dish capturing the belief that a single, well-chosen sprinkler can transform not just a meal but also an entire moment. The TVC follows Akshay Kumar trying to impress a girl by bringing in authentic chefs for different cuisines, played by Rajpal Yadav pretending to be an Italian chef, a Delhi chaat chef and a fusion chef.
While Rajpal dramatically prepares each dish, its authentic taste only comes alive when Akshay secretly adds different variants from the Catch Sprinklers range, leading to impressed reactions every time. The film ends with a comic twist when Rajpal’s original identity is revealed and the girl uses the colloquial term of “Raita phail gaya” to which Akshay wittingly responds by pulling out a Catch Raita Masala Sprinkler to reiterate that there is a sprinkler for every dish.
Commenting on the campaign, Arnab Ghatak Choudhury, General Manager, Marketing, Catch Salt & Spices, DS Group said, "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. Through this TVC campaign, we are reinforcing Catch’s commitment to offering innovative taste solutions for every cuisine, every mood and every occasion Kyunki Khana Sirf Khana Nahi Hota.”
Akshay Kumar expressed, “The Catch Sprinkler TVC campaign features a captivating storyline that brilliantly showcases the wide variety of the range and flavours. The storytelling is vivid and true to the authentic taste which comes through with a clarity that matches the actual experience of elevating everyday food moments making them truly special.”
Surjo Dutt, CEO & CCO of Dentsu Creative Webchutney, says, “From a creative standpoint, 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 an elevated flavour experiences with just a sprinkle. The evergreen chemistry between Akshay Kumar and Rajpal Yadav brings the idea alive with humour, relatability and effortless camaraderie, making the storytelling instantly engaging and resonant.”
About DS Group
The DS Group (Dharampal Satyapal Group) is a one of the leading FMCG conglomerates and a Multi-Business Corporation with a strong Indian and International presence. Founded in the year 1929, it is an inspiring and successful business story that blends a remarkable history and legacy with visionary growth. It has an extensive and diverse portfolio with presence in Food and Beverage, Confectionery, Mouth Freshener, Hospitality, Agri, Luxury Retail businesses, and other investments. Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol, Namah are some of the leading brands, the Group proudly shelters today.
As a corporate, DS Group is guided by a clear set of values that are built on a strong foundation of collective good to give back to society and protect the planet. The DS Headquarters has been awarded Leadership in Energy and Environmental Design (LEED) Platinum certification, under the USGBC (US Green Building Council) existing building O&M (Operation and Maintenance) program version 4.0. The DS Headquarters has also received LEED Zero Carbon Certification, by the USGBC. DS Group has aligned its financial performance with global ESG priorities with the launch of a pioneering Double Materiality Assessment across all businesses. Further demonstrating its environmental leadership, the DS Group has a water positivity index at 1.8 across its business units in 30 locations of India.