Oppo, Appy Fizz among key sponsors of Bigg Boss 11
Salman Khan, who had hosted the past six seasons of Bigg Boss Hindi, will host the new one as well
Mumbai, September 28:
The 11th season of popular reality show Bigg Boss Hindi will start on October 1, with Viacom18 owned Colors stating that sponsors are still keen on the marquee show. The company dismissed any indications of viewer fatigue.
Bollywood star Salman Khan, who had hosted the past six seasons of the show, will host the new one as well.
Viacom18 COO Raj Nayak said the show has managed to attract four-five key sponsors including Chinese mobile brand Oppo, beverage brand Appy Fizz and security camera brand CP Plus. “We are now looking to add four-five associate sponsors,” he added.
Nayak further said non-fiction shows are seeing good traction, and the company is rallying its might behind such shows. Colors hosts yet another reality show, Khatron Ke Khiladi.
The theme of Bigg Boss 11 is ‘Padosis’ and ‘Gharwale’. On tweaking the format, Nayak said: “Bigg Boss is an urban show and viewers expect something different each year.” One of the new things this year is that the voting will be exclusively through the Voot app.
In the digital medium, actor Gaurav Gera will don the hat of Pinky Padosan and give out inside gossip from the Bigg Boss house.
The ad rates have been increased marginally, Nayak said. “We are looking at spot buys at an average rate of ₹3-4 lakh per 10 seconds.”
Nadia Chauhan, Joint MD and CMO, Parle Agro, said: “Bigg Boss, as a property, only seems to be getting bigger and better with every season. Our association has not only helped us to cement a significant market position but also to create several innovative brand propositions.”
Will Yang, Brand Director, Oppo India, said: “Our brand recall has increased post our four-year-old association with Bigg Boss.”
Colors has also designed a 360-degree integrated marketing campaign to promote Bigg Boss across various platforms such as OOH and radio integrations, including special tie-ups.
(This article was published on September 28, 2017)
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