Catch Uses Regional Celebrity Strategy to Strengthen Haldi Brand Recall in East India

DS Group-owned Catch has unveiled a new campaign for its Haldi portfolio, fronted by Bengali actor Subhashree Ganguly. The campaign positions turmeric as an essential ingredient in everyday cooking while leveraging a familiar regional face to deepen consumer connection in eastern markets.

The move is notable because spices remain one of India's most competitive FMCG categories, where consumer trust, perceived purity and local relevance often carry more weight than product innovation alone.

Why Regional Marketing Is Gaining Importance

As national media audiences become increasingly fragmented, FMCG brands are investing more heavily in region-specific communication. Celebrity endorsements are no longer limited to pan-India faces; marketers are increasingly turning to local cultural icons who can deliver stronger credibility and relevance within specific geographies.

For Catch, the partnership with Ganguly appears designed to strengthen salience in a market where household purchase decisions are often influenced by familiarity, cultural affinity and long-established cooking habits.

Catch Leans into Regional Influence

The campaign reflects a broader trend across the advertising industry: regionalisation is moving from media planning to brand strategy. Marketers are building market-specific narratives instead of relying solely on national campaigns adapted for local audiences.

For agencies, this creates greater demand for culturally nuanced creative work, regional talent partnerships and localised content ecosystems that can operate across television, digital and retail touchpoints.

Our insight

In categories built on trust and daily usage, local relevance is increasingly becoming as valuable as national reach.