catch mothers day | Case Studies

// Catch //

Mother's Day

BRAND OVERVIEW

About Catch Masala

Despite being a 1000 Cr Brand, it was constantly becoming difficult to gain functional superiority in spices. We all can pick better recipes but all competition is already saying they are the best. So we decided to convey the new positioning "Kyunki Khana Sirf Khana Nahi Hota" which convey various emotions and stress on relationships around food. We want to bring food to the centre of countless memories and bonds it creates, every time you cook, eat or share it.

INDUSTRY

FMCG

Campaign Name

Long Distance Love

SERVICES

PR & INFLUENCER MARKETING, FILMS AND CAMPAIGNS, MEDIA PLANNING & BUYING

The Insight

01.

Sometimes you dont have a mother

What’s the most special bond in the world? The heartfelt connection between a mother and daughter. Those late-night chats, shared laughter, and, above all. The warmth of cooking and sharing meals together. Everyone with a mother has experienced these moments, Well, not everyone…Some, even with a mother, miss out on feeling her love. This is the story of those unnoticed connections.

02.

Children of Sex Workers

This is the tale of the many children of sex workers across India. Those who haven't experienced a mother's embrace. Because in 1997, the Indian court, together with the state and NGOs, took steps to rehabilitate these children, giving them a shot at a better life. And now, these mothers avoid seeing their children, afraid their little ones might face unfair treatment. But her love knows no distance. Regardless of who she is, a mother will always express her love by ensuring her child is well-fed.

The Film

Introducing “Long distance Love” Based on a true incident, we created a powerful film that showed the story of a prostitute who gave her child to an orphanage, but managed to stay connected with her through the only one thing : Food, the flavor of her relationship.