Catch Salt & Spices introduces a new packaging format with its ‘Squeezy Hai, Easy Hai’ campaign conceptualised by VML India.
Catch Salt & Spices, a brand under Dharampal Satyapal Group (DS Group), has launched a new squeezy bottle for its Ginger Garlic Paste, introducing what the company describes as India’s first squeezy bottle in the category. The launch is accompanied by a new television commercial titled ‘Squeezy Hai, Easy Hai’, conceptualised by VML India.
Announced on October 22, 2026, the campaign focuses on everyday kitchen convenience and aims to simplify the use of ginger garlic paste, a staple ingredient in Indian cooking. The television commercial will be rolled out across television, digital and social media platforms nationwide.
Catch’s New Campaign Highlights Everyday Kitchen Convenience
The ‘Squeezy Hai, Easy Hai’ TVC follows a working woman preparing to cook before a morning meeting. Her routine takes an unexpected turn when a bowl of homemade ginger garlic paste slips from her hands and spills onto the floor.
Faced with the prospect of peeling, chopping and grinding fresh ginger and garlic all over again, she becomes frustrated. The Catch Ginger Garlic Paste squeezy bottle offers a convenient alternative, helping her save time and return to her schedule.
Through this relatable narrative, the campaign highlights common challenges faced by urban households, including the time required to prepare ginger garlic paste at home and the inconvenience of storing it. It also reflects the growing shift towards packaged alternatives that offer convenience for everyday cooking.
DS Group Focuses on Packaging Innovation
According to the company, Catch Ginger Garlic Paste features a thick, grainy texture designed to resemble traditionally prepared homemade paste. The new squeezy bottle format aims to combine this familiar texture with easier dispensing and handling.
Arnab Ghatak Choudhury, Senior General Manager, Marketing, Catch Salt & Spices, DS Group, said that consumers increasingly seek convenience without compromising on taste as the packaged ginger garlic paste category continues to grow.
He added that Catch has focused on delivering authentic flavour through its product, while the new packaging makes one of the most frequently used ingredients in Indian kitchens easier to use. The campaign communicates this proposition through the tagline ‘Squeezy Hai, Easy Hai’.
VML India Develops the ‘Squeezy Hai, Easy Hai’ TVC
The campaign was conceptualised by VML India, which built the creative around consumer insights and everyday cooking routines.
Babita Baruah, CEO, VML India, said the squeezy format addresses a practical challenge in daily kitchen activities. She noted that the campaign demonstrates how packaging innovation can make cooking more convenient while retaining the product’s emphasis on authentic flavour.
The film uses a familiar household situation to communicate the functional benefits of the new packaging format, positioning convenience as the central message of the campaign.
Catch Ginger Garlic Paste Squeezy Bottle Available Across India
The new Catch Ginger Garlic Paste squeezy bottle is available across India through general trade outlets, modern trade stores and leading quick-commerce platforms. The launch is supported by point-of-purchase visibility at retail outlets.
With the introduction of the new format, Catch is expanding its product innovation beyond its established salt and spices portfolio into the packaged cooking ingredients category.
About DS Group
Dharampal Satyapal Group (DS Group), established in 1929, is an Indian FMCG conglomerate and multi-business corporation with operations in India and international markets. Its diversified portfolio spans food and beverages, confectionery, mouth fresheners, hospitality, agriculture, luxury retail and other investments.
The group’s portfolio includes brands such as Catch, Pulse, Pass Pass, Rajnigandha, L’Opera, Le Marche, LuvIt and Ksheer, among others.
DS Group also highlights sustainability and social responsibility as part of its corporate values. Its headquarters has received LEED Platinum certification under the US Green Building Council’s existing building Operations and Maintenance programme, as well as LEED Zero Carbon certification.
For more information, visit the company’s official website at www.dsgroup.com.
By: Arushi Agarwal
