The launch
Catch Salt & Spices, part of Dharampal Satyapal Group, has introduced a squeezy bottle for its Ginger Garlic Paste with a new television commercial from VML India. The source does not name a director. Built around the line ‘Squeezy Hai, Easy Hai’, the campaign will run across television, digital and social media platforms in India.
The product is positioned as a first in India in the packaged ginger garlic paste category. It is available through general trade, modern trade and leading quick-commerce platforms, with point-of-purchase visibility at retail.
What the film says and how
The ad uses a small morning crisis to make its convenience point. A working woman preparing to cook before a meeting takes homemade paste from the refrigerator, it slips and spills, and she is left with raw ginger and garlic to peel, chop and grind all over again. The squeezy bottle appears as the alternative that lets her skip another batch and keep moving.
Rather than attacking homemade paste, the film stresses the time and storage friction involved. The product’s thick, grainy texture is the bridge: convenience is the surface appeal, while the feel and taste of a traditional paste carry the brand’s flavour story.
What the brand and agency say about it
Arnab Ghatak Choudhury, senior general manager, marketing, Catch Salt & Spices, DS Group, says packaged ginger garlic paste is one of the fastest-growing kitchen categories and that consumers want convenience without compromising on taste. He describes the squeezy bottle as a first in India and says the thick, grainy texture makes it an ideal kitchen substitute.
“The Catch Ginger Garlic squeezy bottle, a first in India in this category, makes one of the most-used ingredients in Indian cooking effortless.”
Babita Baruah, CEO, VML India, says the work starts with a consumer insight: the squeezy format solves a genuine everyday kitchen friction. The campaign brings functional ease to life through a relatable cooking routine story, and the brand narrative should feel as seamless as the innovation.
The category context
Packaged ginger garlic paste is a growing kitchen convenience segment, and the new pack shifts attention from a new flavour claim to the format itself. Catch is using the squeezy bottle to own an everyday task many home cooks find tedious.
- Category: packaged ginger garlic paste
- Campaign line: ‘Squeezy Hai, Easy Hai’
- Packaging claim: first squeezy bottle in the category in India
- Texture cue: thick and grainy, like homemade
- Distribution: general trade, modern trade, quick-commerce
What to watch next
Retail and quick-commerce pick-up will show whether the packaging claim turns into a shelf decision, especially with point-of-purchase visibility backing the TVC. The larger signal is how far Catch extends the squeezy format across its spice and convenience portfolio, and whether rival brands answer with packaging-led convenience claims of their own.
Watch the original: Catch on YouTube
Source: Afaqs!
