CATCH SALT & SPICES DEEPENS CULTURAL CONNECTION WITH SAREGAMA

Catch Salt & Spices, part of DS Group, has renewed its partnership with ZEE’s flagship family reality show SAREGAMA for a second season. Marking World Food Day, the brand celebrated food’s emotional bond with family through on-set activations, reinforcing its proposition “Kyunki Khana Sirf Khana Nahi Hota” across TV and digital platforms.  

Catch Salt & Spices, a leading brand from the Dharampal Satyapal Group (DS Group), has continued its association with ZEE’s flagship family reality show SAREGAMA for the second consecutive season, extending its reach across Zee TV and ZEE5. The partnership spans linear television, connected TV and digital platforms, ensuring the brand’s presence across diverse audience touchpoints.  

This year’s collaboration was marked by a special activation on World Food Day, designed to highlight the emotional connection between food, family and home. With the top 13 contestants away from their families, the initiative brought cherished food memories to life by featuring parents sharing special recipes with their children on stage. Hosted by actor Shreyas Talpade, the segment blended engaging conversations with the nostalgia of familiar flavours, reinforcing Catch’s brand proposition, “Kyunki Khana Sirf Khana Nahi Hota.”  

Adding a unique interactive element, contestants were evaluated on the Catch Gharwarchi Swaad Meter alongside the show’s regular scoring. The activation was further enhanced by Catch Sprinklers, which elevated the food-tasting experience and brought the joy of familiar flavours to a celebration that seamlessly connected food and music. The initiative underscored Catch’s commitment to positioning food as more than sustenance — as an emotion that binds people together.  

Arnab Ghatak Choudhury, Senior General Manager, Marketing, Catch Salt & Spices, DS Group, commented on the association: “Food has a unique way of bringing people closer, evoking memories and creating a sense of belonging, even when they are away from home. Through our association with SAREGAMA, Catch Salt & Spices celebrated this emotional connection between food and family. World Food Day offered a meaningful opportunity to bring this sentiment to life, reminding us that the flavours we grow up with are often the ones closest to our hearts.”  

The partnership reflects DS Group’s broader philosophy of blending cultural relevance with consumer engagement. Founded in 1929, DS Group has grown into one of India’s leading FMCG conglomerates and multi-business corporations, with a strong presence both domestically and internationally. Its diverse portfolio spans food and beverage, confectionery, mouth fresheners, hospitality, agri-business, luxury retail and other investments. The Group shelters several iconic brands including Catch, Pulse, Pass Pass, Silver Pearls, Ksheer, Rajnigandha, Ovino, L’Opera, Le Marche, Birthright, LuvIt, Chingles, Golmol and Namah.  

Catch Salt & Spices has consistently positioned itself as a brand that celebrates the emotional resonance of food. By partnering with SAREGAMA, it has tapped into the show’s family-centric appeal, creating moments that resonate with audiences across generations. The World Food Day activation not only reinforced Catch’s brand ethos but also demonstrated how food and music together can evoke nostalgia, joy and a sense of belonging.  

Through this collaboration, Catch Salt & Spices continues to strengthen its cultural relevance, reminding audiences that food is not merely about taste but about the memories, emotions and connections it carries. The renewed association with SAREGAMA underscores the brand’s commitment to celebrating these bonds, ensuring that its message reaches millions of households across India.