It's either Heaven or Hell for Bigg Boss this season...!

We are often told that in order to attain heaven one must go through hell and bringing the two together, right down here on earth is the upcoming Bigg Boss Season 7. With the theme of the show revolving around the concept of ‘Heaven or Hell’ this time, the creative minds at COLORS have launched a magnificent promo campaign that imbibes the key message – “the pleasure of heaven and the pain of hell”. Superstar Salman Khan, who is hosting the show for the fourth time in a row, will be seen in the guise of an angel personifying the pleasure of heaven, as well as in the garb of a devil, representing the menace of hell! The teaser promos of Bigg Boss 7 that shows the two gates of hell and heaven together have already hit TV screens and intrigued the audiences with its diabolical twist. Creative agency Orchard Advertising taking inspiration from the mythological space has given the tagline a contemporary twist with the phrase 'Jannat Ka Wow aur Jahannum Ka Aao, Bigg Boss Saath 7' in their first promo.

This teaser campaign by COLORS will be followed by a series of magnificent promos unveiling over the next few weeks with Salman Khan in his double avatar giving viewers a Double Dhamaka as an angel and a devil.

The first creative that hits airwaves this Sunday, 4th August on COLORS featured Salman coming out of the gates of Hell and Heaven in his devil and angel avatar respectively. The campaign will extend to print, radio, digital, mobile and BTL (below the line) platforms to launch this successful reality format that India loves to watch and be a part of.

The television campaign envisioned by COLORS is brought to life by Orchard Advertising in association with Prashant Issar of Tubelight Films and was shot over a span of 2 days. It consists of a series of different creatives with fun stories enacted by Salman on the theme of the show this season.

Speaking on the interesting concept of the promos Rajesh Iyer, Marketing Head- COLORS says, “This season Bigg Boss will make sure that you get to see heaven and hell both saath-saath on Bigg Boss Season 7. The message is simple - pleasure or pain, both are inevitable and there is nothing to be taken for granted this season. The only thing that we can assure you is that Bigg Boss 7 is going to be a tumultuous, eventful and one ‘hell–of- a-crazy ride.”

When asked about the rationale behind choosing such a concept, Iyer said, "There is no rationale behind choosing this concept but there is simple philosophy behind it. Whatever we do and achieve in our lives depends upon our 

In terms of paying special attention towards the selection of contestants, Iyer said, "Our idea behind choosing contestants is very simple.   We pick up news makers who would entertain our audiences."

Speaking about the creative thinking behind the promo concept, Hemant Kumar Sivan, Executive Creative Director, Orchard Advertising says, An iconic reality show like Bigg Boss faces a challenge every year to deliver something new and unique. This year is interesting too. We had the task of presenting Bigg Boss in a way that raises the curiosity and interest levels amongst people. The next challenge was to present Salman Khan in a fresh manner. 'Heaven and hell', we thought, would be an apt way to do justice to both the challenges.

The marketing and promotion would be robust as like always. When asked  how digital is being utilised for the show in the media mix, Vivek Srivastva, Digital Head, Colors said, "Digital is a very important part of our promotion strategy. Bigg Boss being the biggest Indian show on digital platform, the focus on digital is further enhanced on this property. We are releasing all our promos on digital first and then it goes on-air. As we move ahead you would see a specific campaign on our own digital platforms where we will extend the ‘heaven vs hell’ theme to further create buzz on the property."

The  media buying agency for Season 7 of Bigg Boss is Maxus.

Sivan further informed that they worked with the simple truth of life that, Heaven and Hell are of man's own making. It all depends on how one deals with what life has to offer.

“While working on the concept of heaven and hell, we took inspiration from the mythological space and gave it a contemporary spin by articulating the pleasure of heaven with ‘Wow’ and the pain of hell with ‘Aao’. It was fun working on this idea with 'COLORS' and we are confident that Salman Khan's new avataars 'in these promos' will go down well with the masses,” he added.

When asked to share the online and on ground activities that have been planned in connection with Bigg Boss 7, Srivastava said, " The objective of the digital medium is to create engagement and buzz. We started the Bigg Boss Sath7 campaign by releasing the storyboard of the creative on our digital platforms, this gave us a tremendous response, the promo will be revealed first on digital."

"As we get closer to the launch non-Colors platforms would start coming into the picture. The micro-site of the show which gets tremendous traction would be revealed on the launch day. The site as always would be the destination for the ardent Bigg Boss Fan offering much more than just catch-up content," Srivastava concluded.

The concept has been well executed in the promos with elements of a blue sky depicting Heaven and fire in Hell thus rendering a real look of heaven and hell. To add to the fun element, the promo lines have been improvised by Salman himself with a ‘takiya kalam’,‘by God’. 

Evidently, COLORS plans to literally set the screen on fire for their viewers this season while giving the 14 contestants of Bigg Boss an experience of heaven and hell that they will never forget in their lifetime!