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Music video and with 'A' list of sponsors, Colors is geared up to launch Bigg Boss 4

Bigg Boss, the much awaited and talked about reality show will be launched on October 3rd 2010 on Sunday. The audience is expecting more excitement and thrill elements with the fourth season of this show being hosted by the popular Bollywood star, Salman Khan.

Bigg Boss will be aired everyday at 9pm on COLOURS. The last three seasons of Bigg Boss were also hosted by celebrities. The first season was hosted by Arshad Warsi and the next by Shilpa Shetty. The previous season saw Amitabh Bachchan hosting the show which had a different fan following.

With Salman Khan this time, Bigg Boss is hoping to woo the masses. Salman Khan is popular and much loved by everyone in the country, so the idea is to reach out to the heartland of the nation.

Bigg Boss has roped in 9 sponsors from across sectors which includes Vodafone as the presenting sponsor and the others that have come on board as associate sponsors are - L'Oreal - Garnier Men Deodorant, General Motors, Suzuki motorcycles "Suzuki sling shot, Bharti Axa Life Insurance, LG Infinia TV, Spice Mobiles and Dixcy Scott Innerwear and Sony Cybershot.

Commenting on the sponsorship deals, Simran Hoon, National Sales Head, COLORS said, "Bigg Boss is amongst the biggest reality shows in India and with Salman Khan as the host, this season has created unprecedented buzz amongst our advertising partners. It is our constant endeavour to deliver unmatched value to them and Bigg Boss is a prime example of the same; not only our sponsors return season after season but new partners also come on board. Once again, Vodafone returns as our presenting sponsor along with other partners like LG, General Motors and L'Oreal that were associated with the show last year".

Speaking on the association, Kumar Ramanathan, Chief Marketing Officer, Vodafone Essar, said "Bigg Boss is one of the most unpredictable and exciting TV shows ruling the airwaves and our customers enjoy every minute of it! The show provides a multi-faceted platform for our brand with our messages weaved into all aspects of its programming. It's more than just spot value; it's getting about getting consumers involved with the series. Our association with Bigg Boss last year was a fantastic success, and we hope to re-create the magic this season too!"

The marketing campaign has been designed to create high impact and scale across major media platform. The channel is following a 360-degree marketing approach to promote the show, across television, print, radio and outdoor to create and sustain the buzz this season.

According to sources, the marketing spends on Bigg Boss will be close to Rs 20 crores. According to many media planners and buyers, Colors should generate the Advertising revenues of close to Rs 150 crores.

Speaking exclusively to Adgully on marketing initiatives for BIGG BOSS, Rajesh Iyer, Director- Marketing, COLORS said, "We started with online promos with some eight creators which were followed by the music video. This was done to bring in a "hummable' factor for the viewers and also so that it keeps the show on the top of the mind within the viewers. After which we did an offline 360 degree campaign which includes outdoor in 45 cities which is pretty big number. In print, we will be advertising in about 50 to 100 publications on the day of the launch. There is a high intensity plan for radio. Big FM happens to be our partner as far as this property is concerned. All this is done to create high impact. The property is big in scale so everything we do will be bigger and better as far marketing is concerned."

COLORS kick-started its on-air initiative with a series of innovative ads, eye catching promos and also released a special music video with Salman Khan for to create hype and excitement around the show. The music video is being played across various platforms. The channel also plans to run the promotional music video during the screening of Priyanka Chopra- Ranbir Kapoor starrer Anjaana-Anjaani across cinema halls in India.

To create high impact on radio, COLORS has tied 'up with Big FM and other key FM stations. Apart from buying ad spots the channel will also run a contest, thereby involving the consumer directly with the show.

So with great expectations and excitement, every Indian household awaits with bated breath to see the happenings of the Bigg Boss house unfold. | By Janees Antoo [janees(at)adgully.com]

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