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Catch Salt & Spices launches India's first ginger garlic paste squeezy bottle
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Thursday, 12 November, 2026, 17 : 00 PM [IST]
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Our Bureau, Mumbai
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Catch Salt & Spices, a brand under FMCG major Dharampal Satyapal Group (DS Group), has launched a new television campaign for Catch Ginger Garlic Paste, introducing what the company describes as India’s first squeezy bottle in the category. Conceptualised by VML India, the campaign carries the tagline ‘Squeezy Hai, Easy Hai’ and highlights the convenience offered by the new packaging format.
The television commercial focuses on the everyday challenges of preparing and storing ginger garlic paste in Indian kitchens. It features a working woman struggling with a time crunch while preparing breakfast before a morning meeting. After accidentally spilling her homemade paste, she faces the prospect of peeling, chopping and grinding fresh ginger and garlic. The Catch Ginger Garlic Paste squeezy bottle comes to her rescue, allowing her to continue cooking without the additional preparation.
The campaign seeks to highlight the growing consumer preference for packaged ginger garlic paste, driven by the demand for convenient cooking solutions among urban households. The product retains a thick, grainy texture similar to traditionally prepared homemade paste, while its squeezy packaging is designed to simplify everyday usage.
Arnab Ghatak Choudhury, senior general manager, marketing, Catch Salt & Spices, DS Group, said, “Packaged ginger garlic paste is among the fastest-growing kitchen categories, with consumers seeking convenience without compromising on taste. He added that the new squeezy bottle makes one of the most frequently used ingredients in Indian cooking easier to use, while retaining the brand's focus on authentic flavour.”
Babita Baruah, CEO, VML India, said, “The campaign draws on consumer insights to demonstrate how packaging innovation can address everyday kitchen challenges. The ‘Squeezy Hai, Easy Hai’ communication highlights the convenience of the new format through a relatable cooking scenario, reinforcing the combination of ease of use and authentic flavour.”
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