Vidya Balan roped in by DS Group to represent 'Catch' products

FMCG company DS Group, which sells food and beverage products under the 'Catch' brand, has roped in Bollywood actress Vidya Balan as brand ambassador for Catch products.

Balan would feature in a new advertising campaign for the food and beverage brand, the company said in a statement on Friday.

"Through our newly adapted brand strategy we aim to reach out to the contemporary women of modern India," DS Group associate business head (foods division) O P Khanduja said.

The 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, he added.

"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," Mr Khanduja said.

The new campaign focuses on contemporary Indian women and is designed with the objective to establish an emotional connect with them, the statement noted.

The Noida-based company, which has presence in various verticals, including FMCG, hospitality, tobacco, packaging and infrastructure, had a turnover of around Rs 3,200 crore for the financial year ended March 31, 2013.