Dharampal Satyapal Group (DS Group) has introduced a squeezy bottle for Catch Ginger Garlic Paste, which it describes as India’s first in the category. The launch is accompanied by a new television commercial, ‘Squeezy Hai, Easy Hai’, conceptualised by VML India.
The campaign highlights the convenience of the new packaging format, targeting consumers seeking easier ways to incorporate ginger garlic paste into everyday cooking. The film will run across television, digital and social media platforms across India.
The TVC follows a working woman preparing breakfast before a morning meeting. When her homemade ginger garlic paste spills, she considers preparing a fresh batch using raw ingredients. The Catch squeezy bottle offers a convenient alternative, allowing her to save time and get on with her day.
According to DS Group, the campaign reflects changing consumer preferences as more households shift from homemade ginger garlic paste to packaged alternatives.
Arnab Ghatak Choudhury, senior general manager, marketing, Catch Salt & Spices, DS Group, said consumers increasingly seek convenience without compromising on taste. He added that the product’s thick, grainy texture aims to replicate traditional homemade paste, while the squeezy format makes everyday use easier.
Babita Baruah, CEO, VML India, said the campaign draws on a consumer insight around everyday kitchen challenges, positioning the packaging innovation as a solution that combines convenience with authentic flavour.
The Catch Ginger Garlic Paste squeezy bottle is available across general trade and modern trade outlets, as well as leading quick-commerce platforms nationwide. The launch is supported by point-of-purchase visibility at retail.
