Colors Bigg Boss & Garnier Men create history with strong association

India’s favourite reality show Colors Bigg Boss has come a long way in its 15 years journey and has gone on to become a phenomenon in the television entertainment landscape. The 16^th season of the hit show has bagged No. 1 spot in the non-fiction category. The show has been instrumental in providing unprecedented dose of glamour by entertaining the audience with its engaging content and adding grand new elements year-on-year. Within 6 weeks of its launch, the show attracted over 127 million viewers on Colors and 600 million views on Voot. Bigg Boss has also continued to remain a quintessential IP for brands, such as Garnier Men, that get seamlessly weaved in within the dynamic journey of every season teeming with celebrity led action. Bigg Boss 16 catapulted itself to the pole position in the non-fiction category with a massive reach of 3 billion along with 1 billion views and 97% share of voice on Colors Digital, making it as one of the marquee shows in the Hindi General Entertainment category.

Bigg Boss has become a huge platform for brands to collaborate over the last decade and a half that offers a great canvas for advertisers to connect with their target audience. The sponsorships aim to provide brands with an opportunity to engage and collaborate through various touch points. Continuing its 12-year-long successful partnership with Bigg Boss,  Garnier Men associated with the show to create some memorable brand integrations this season too. Garnier Men has always laid emphasis on the branded tasks which focused on physical strength. This season, the brand explores the wit and grit of the men of the house. Bigg Boss House is a catalyst for confident men with wit and grit and Garnier embraces that with contextual moments in the house and through active integrations that are bound to further augment the brand's line of thought.

Commenting on this association, Anshuman Wanchu, General Manager – Gariner, L'Oréal India, said “Garnier Men’s association with Bigg Boss has not just been enduring but also deep-rooted one. Bigg Boss as an IP continues to break barriers both on TV & on Digital Platforms, and we’re delighted to be associated with it for over 12 years. Garnier Men stands tall as an ever-evolving brand and our synergistic approach with Bigg Boss & Colors has enabled us in reaching the right audience in the right manner.”

Pavithra KR - Head, Revenue, Colors, Viacom18 says “Our 12-year association with LOREAL speaks volumes of our successful partnership. TV works on familiarity and the presence of Loreal & Garnier over the seasons has given both brands a strong mutual association and affinity. Men of the BB house have been engaging and resonating with Garnier products and attributes throughout the years of our association.  This year, we not only focus on the physical strength but also the confidence and wit of the men through effective storytelling”

The 16th Season of Bigg Boss is focused on offering a robust experience to brand partners through means of Engagement, Excitement & Entertainment. The idea is to assist the brands in creating a powerful and impactful narrative that has the potential to build a lasting connection with the audience through content present in multiple markets cutting across geo-social cross-sections in India.