Colors Bigg Boss sweetens the house with Hershey’s Kisses as an AP

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 and entertaining 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 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.

 The 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. During the show, the brands will gain prominence and visibility through ad spots, task integrations, and caller of the week segment, special zones, and other peripheral branding opportunities.

Hershey’s has found a sweet spot as an associate partner in the Bigg Boss House this season. Hershey’s products have brightened the space with its sweetness by satiating the contestants’ sweet tooth, giving them enough and more reasons to celebrate and express their emotions. The Hershey’s Kisses visicooler is located in the captain’s room and its ownership belongs to the house captain. The contestants use tactics to quell their cravings, keeping the captain happy.

Commenting on the association, Ankit Desai, Marketing Director, Hershey India said, "Bigg Boss is one of the biggest reality shows in India and has achieved a cult status. We are thrilled about our partnership with Bigg Boss, and we feel it’s one of the best platforms to reach our audience. Hershey’s is all about building warm connections and celebrating togetherness and I am glad to see that our indulgent range of chocolates have struck a chord with contestants in the house. The partnership has helped us leverage the massive reach and popularity Bigg Boss enjoys among consumers.”

Pavithra KR - Head, Revenue, Colors, Viacom18 says, “Bigg Boss has reinforced itself as the no. 1 Non-fiction show in the general entertainment category by engaging with the audience every single day. The platform has continued to provide brands with innovative ways to integrate. The collaboration with Hershey’s kisses has helped the brand gain a sweet spot among its target audience through Bigg Boss. Especially, Abdu’s craving for chocolates and the drama around Hershey’s kisses chocolate station in the captain’s room has given numerous organic stories. Hence the brand became a part of the immersive experience of the show.”

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 & 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.