As the festive season brings families together across the country, ZEE Network has launched a new culinary series titled ‘Tyoohar, Khana Aur Kahaniyaan’ — a celebration of India’s food traditions, festive spirit, and storytelling. The show features MasterChef Pankaj Bhadouria and is supported by Catch Spices, one of the flagship brands of the Dharampal Satyapal Group (DS Group), as the title partner.

The partnership extends through the duration of the show, which airs across &TV, Zee Anmol, Zee Zest, and on the digital platform Zee5. Running from October to November, the campaign includes six weekly episodes, positioning Catch Spices as a household staple during the country’s biggest festivals such as Diwali, Choti Diwali, and Govardhan Puja.

According to a press release, this collaboration aligns perfectly with Catch’s vision of deepening its presence in Indian kitchens through authenticity and innovation. With festive demand for spices peaking during this period, the brand’s integration into the show enhances both recall and emotional connection. The series features authentic festive recipes curated by MasterChef Pankaj Bhadouria, blending culinary expertise with the warmth of India’s diverse traditions.

“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,” said Arnab Ghatak Choudhury, General Manager – Marketing, Catch Salt & Spices. “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 campaign also reinforces Catch’s emotional brand proposition ‘Khana Sirf Khana Nahi Hota’ emphasizing that food is not merely nourishment but a medium of memories, bonds, and traditions. By blending storytelling with gastronomy, ‘Tyoohar, Khana Aur Kahaniyaan’ aims to capture the essence of how every festive meal tells a tale of togetherness and culture.