Dark Fantasy garners significant organic chatter

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 marque shows in the Hindi General Entertainment category.

For the 16^th season of Big Boss, the team had joined hands with ITC Sunfeast Dark Fantasy Chocofills to bring exciting gifts and festivities into the Big Boss house through the first of a kind “Greed Corner” and “Fantasy Cookie Treasure Hunt”.

Sunfeast Dark Fantasy came onboard to fulfil the fantasy of Bigg Boss contestants through “Din Khatam Fantasy Shuru” in an innovative way. The brand had set up a greed corner and fulfilled the dessert cravings of the housemates with Sunfeast Dark Fantasy cookies. This led to organic chatter and consumption occasions for the brand across platforms.

Further, to amp up excitement, the brand organised a unique treasure hunt as part of its newly launched campaign “Find Your Fantasy cookie” which encouraged Bigg Boss contestants to find their specially crafted cookies. The winners were rewarded with a trip to Paris, gold coins, smart phones, thus fulfilling their fantasies. The activity helped drive consumer engagement by 46% for the Find your Fantasy Cookie Campaign in the week following the integration.

Ali Harris Shere, Chief Operating Officer, Biscuits & Cakes Cluster, Foods Division, ITC Limited said,” Bigg Boss is the quintessential example of entertainment. The show has a massive reach and an ever-increasing viewership, making it the ideal platform for integration. Our collaboration with Bigg Boss allowed us to showcase our wide range of products, catering to every taste and craving. What's more, contestants had the opportunity to get the best of Sunfeast Dark Fantasy via the greed zone and the Find your Fantasy Cookie Treasure Hunt.

Pavithra KR - Head, Revenue, Colors, Viacom18 says Pavithra KR - Head, Revenue, Colors, Viacom18 says “Bigg Boss gives you the most effective platform for a campaign or product launch. It provides opportunities for virality and multiple talking points to the consumers in an organic manner. ITC SunFeast Dark Fantasy and Bigg Boss got together to launch ‘Find your Fantasy’ through an ITC Sunfeast Dark Fantasy Treasure Hunt . The buzz, excitement and engagement it created was unprecedented.

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.