New Delhi, 18th October 2025 – Catch Spices, one of the popular brands of Dharampal Satyapal Group (DS Group), a leading FMCG conglomerate and multi-business corporation, is participating with Zee Network as the title partner of the new festival culinary show, Tyoohar, Khana Aur Kahaniyaan. This partnership is for the duration of the show, which airs across &TV, Zee Anmol, Zee Zest, and the digital platform Zee5. The campaign, live between October to November, features six weekly episodes and strategically positions Catch Spices as the preferred choice in households during key festivals such as Diwali, Choti Diwali and Govardhan Puja.
With the festive season driving a significant spike in the spices consumption, this association perfectly aligns with the ambition to dominate the Indian kitchen space with differentiated products that bring purity, taste, and convenience as key drivers. As a part of the campaign, Catch Spices are integrated into authentic festive recipes curated by Masterchef Pankaj Bhadouria, bringing both credibility and culinary inspiration into the initiative.
Arnab Ghatak Choudhury, General Manager, Marketing, Catch Salt and Spices said, “Festivals in India are deeply rooted in culinary traditions and food is always at the core of every conversation binding people together. With this collaboration, we aim to celebrate those traditions while placing Catch Salt and Spices at the heart of every festive recipe. Partnering with Zee Network allows us to connect with consumers in a meaningful way by entering their kitchens, hearts and homes during the most joyous time of the year.”
The positioning of “Khana Sirf Khana Nahi Hota”highlights the thought that food encompasses many emotions – memories, bonds, tradition, and values, bringing the brand closer to a consumer’s daily life, beyond merely functional to an emotional connection.