MUMBAI: To add more spice to your life, Catch Spices, has announced a new brand strategy with the positioning, ‘100% Indian Woman Ka Match Sirf Catch’.

The new campaign conceputalised by Everest Brand Solutions focuses on contemporary Indian women and is designed with the objective to establish an emotional connect with them.

Everest Brand Solutions NCD Rahul Jauhari said: “We took the category and the Indian lady very, very seriously. Hence, unlike the song and dance sequence films that are rampant in the category, the Catch Spices campaign acknowledges and applauds the demanding and discerning nature of the contemporary Indian housewife.”

The new TVC emphasizes on the fact that very few things in life give us 100 per cent satisfaction, something that a brand like Catch guarantees as well.

The campaign features Vidya Balan, who is an ideal example of the multifaceted Indian woman. She juggles between various responsibilities of life and still manages to give her best to whatever she does.

Dharampal Satyapal (Foods Division) associate business head OP Khanduja said, “Through our newly adapted brand strategy we aim to reach out to the contemporary Indian women of modern India. This campaign will feature Vidya Balan, who has worked her way into stardom and in many ways defines the qualities of the 100 per cent Indian woman. This will be a major step forward in establishing Catch as a brand in the hearts and minds of consumers across India and will be an important marketing initiative for Catch. This will go a long way in stamping its superiority over the competition”.

The film, in a lighter vein, shows an ambitious Vidya talking about what she had wanted in life and how much she has achieved so far. In the final analysis, she gives 100 per cent score to Catch Spices. Everest Brand Solutions COO Naveen Saraswat added: “The objective was to establish an emotional connect with the Indian woman and win her heart. This campaign puts the focus on the contemporary Indian woman.”

The campaign embarks by releasing TVC followed by print ads, POS materials, outdoors, engagement plan etc.