Catch Salt & Spices: Rekindling Festive Magic with Disney+ Hotstar’s CTV Offering

Catch Salt & Spices, a brand under the DS Group, launched a campaign to refresh their brand positioning—-Kyunki Khana Sirf Khana Nahi Hota (Because Food is Never Just Food). The campaign, with its focus on food as a source of bonding and strengthening relationships resonated with the masses and created a strong connection with the consumers.

During Karwa Chauth in October 2024, the brand launched an extended campaign that did more than just celebrate the festival—it brought love, tradition, and flavourful storytelling that resonated with the digital-first audience on Disney+ Hotstar.

Objective:

Catch Salt & Spices wanted to create an emotional connection with their target audience by engaging them with relatable, engaging content around a relevant topical theme on the topical day. They aligned the campaign with their brand positioning, “Kyunki Khana Sirf Khana Nahi Hota” and crafted a narrative that highlighted food as a medium of love and connection.

Approach:

The campaign included a long-format digital film titled “Kyunki Khana Sirf Khana Nahi Hota” of 2 minutes, 9 seconds. Featuring actor Saurabh Shukla as the personified Karwa Chauth ka Chand (Moon of Karwa Chauth), the film brought a heartwarming twist to festive storytelling. The film portrays the moon’s perspective on couples before and after marriage, highlighting how Catch Salt & Spices helps rekindle romance through the act of cooking together. The story concludes with the moon enjoying a lovingly prepared meal and breaking into a dance, embodying the festival’s warmth and joy.

To ensure that their brand film reaches the right audience, the brand strategically chose Disney+ Hotstar for its ability to reach a well-defined target audience. For this campaign, the target audience was primarily women who are active OTT users and also the primary decision-makers when it comes to household purchases. Trusting Disney+ Hotstar’s amplification capabilities for their campaign’s festive and cultural relevance, the brand was able to deeply connect with their viewers.

The brand also wanted their ad film to reach families and create a big screen, living room experience. To achieve this, the brand chose Disney+ Hotstar’s Connected TV (CTV) offering. The ad ran from 6th to 22nd October, aligning perfectly with the days leading up to Karwa Chauth. The no-skip feature for this long-format ad allowed them to retain viewers’ attention and deliver the message in its entirety, effectively increasing both engagement and retention.

The Impact:

The campaign achieved a remarkable 84% completion rate for its long-format film on Disney+ Hotstar’s Connected TV, proving that viewers were captivated by the brand’s storytelling. This is an exceptional metric in the digital space, especially for long-format content. The key performance indicators like engagement rate, impressions, and social media shares further showcased how successful the campaign was and how the audience viewed the film till the end. The brand’s strategic move to utilise Disney+ Hotstar’s CTV offering for their campaign, allowed Catch Salt & Spices to target and engage digital-first individuals effectively.

Brand Speak: