COLORS launches ‘Ab Paltega Scene, Kyunki Bigg Boss Dega 2020 Ko Jawab’ campaign
By M4G Bureau - September 25, 2020
Branded sanitiser dispensing units will be placed in Mumbai and Delhi NCR for OOH promotions of the show
COLORS has announced the launch of 14th edition of Bigg Boss with a new campaign 'Ab Paltega Scene, Kyunki Bigg Boss Dega 2020 Ko Jawab’. The channel has planned a power packed marketing plan for the promotion of the show.
Focusing on the campaign of the season, the channel plans to go heavy on digital front. From introducing a microsite featuring a wall of Bigg Boss memes and a UGC music video-based never seen before house reveal, it is going to be a delightful experience for the Bigg Boss fans.
Adding to the many firsts will also be Facebook shorts, a new feature by the platform, and Bigg Boss audio tweets which will feature famous Bigg Boss dialogues. Bigg Boss video album will also be launched to capture the journey of the last seasons and take the viewers on a trip down the memory lane. Additionally, voice recognition and contextual ads will be used across different platforms to drive tune-ins. On the marketing front, high-frequency promotion on news, music, and regional channels will also be carried along with a huge burst of high-frequency promos for Bigg Boss not only on the network but across other channels as well.
For OOH promotions, branded sanitiser dispensing units will be placed at residential societies in areas across Mumbai and Delhi NCR. Also, the channel will reach out to the larger COLORS online fan base and COLORS’ Golden Petal Club members through virtual events.
Talking about the show, Head, Hindi Mass Entertainment and Kids TV Network, Viacom18, Nina Elavia Jaipuria said, “Our endeavor at COLORS has always been to provide our viewers with uninterrupted entertainment- refreshing and exciting content and Bigg Boss has been a testament to this objective year after year. The last six months have been unprecedented and it brought along with it unexpected challenges and changes. With ‘Ab Paltega Scene, Kyunki Bigg Boss Dega 2020 Ko Jawab’ as the theme for this season, our aim is to amp up the excitement and ensure viewers forget their worries and are reminded of their normal lives. Adding to the experience, the Bigg Boss fans will get to watch the episodes before television on our premium video-on-demand service Voot Select along with 24 hours exclusive access into the house. I would also like to thank our partners- presenting sponsor Mobile Premier League, powered by sponsors- Dabur Dant Rakshak Ayurvedic Paste and TRESemmé and associate sponsor- Ching’s for their support and trust in brand Bigg Boss.”
Speaking about associating with Bigg Boss, Abhishek Madhavan, Senior Vice President, Growth and Marketing, Mobile Premier League (MPL), said, “Over the years, Bigg Boss has established an outstanding connect with the audiences and has earned itself a massive base of dedicated fans. Our association with the property gives us a great opportunity to reach out to those viewers and engage with them through the show. Just like Bigg Boss, our app also caters to a vast audience base which makes it a perfect fit. As one of India’s biggest skill-based gaming applications in India, it’s an honor for MPL to be associated with one of the biggest reality properties, Bigg Boss and we look forward to a great association.”
“Endemol Shine India has over the years broken multiple records with Bigg Boss! The show has established itself as India’s biggest reality program, one we are extremely proud of. Given the challenges that we have faced this year, we have taken every precaution possible when it comes to the health, safety, and sanitisation of the cast and the crew. This season’s contestants will be required to be under quarantine for a period and will be tested before going inside the house. The theme of the show will also reflect in the elements of the house to give the contestants a feeling of normalcy. We look forward to furthering our long partnership with COLORS and to yet another exciting new season,” said Abhishek Rege, CEO, Endemol Shine India.