Catch Ginger Garlic Paste Launches In A Squeezy Bottle With A VML India Film
Catch Ginger Garlic Paste has launched in a squeezy bottle, which Catch Salt and Spices describes as the first in the category in India, with a film conceptualised by VML India.
- Brand: Catch Salt and Spices, part of the Dharampal Satyapal Group
- Agency: VML India
- Line: Squeezy Hai, Easy Hai
- Media: Television, digital and social, pan India
What The Catch Ginger Garlic Paste Film Does
It sells a bottle by showing the alternative. A woman cooking before a morning meeting takes a bowl of homemade paste from the fridge and drops it. The next shot is the one that does the work: raw ginger and garlic on the counter, and the visible calculation of peeling, chopping and grinding a fresh batch from scratch.
Only then does the product arrive. That ordering is the whole craft decision, because a packaging change has no drama of its own. The film has to establish the friction first or there is nothing for the bottle to solve.
Why The Format Is The Story
Ginger garlic paste is a daily ingredient in a great many Indian kitchens, and a jar is a poor container for a daily ingredient: it needs a spoon, it is awkward to store once opened, and it is messy. A squeezy bottle addresses dispensing, usage and storage at once, which is why the brand is treating a format change as a launch rather than a line extension.
Arnab Ghatak Choudhury, senior general manager for marketing at Catch Salt and Spices, described packaged ginger garlic paste as one of the fastest-growing kitchen categories and pointed at texture as the reason the product substitutes for homemade: thick and grainy rather than smooth.
The Shift Underneath It
More households are moving from making the paste at home to buying it packaged, which is the move the category is built on. VML India framed its own approach around that friction, describing the squeezy format as packaging innovation solving a genuine everyday kitchen problem and the campaign as bringing that ease to life through a relatable story.
Distribution is already in place. The bottle is available pan India across general trade, modern trade and leading quick-commerce platforms, with point-of-purchase visibility at retail.
More campaigns on Ad Tribe.