Mumbai: In India, where entertainment dominates, the boundaries between content and commerce have blurred, leading to strategic brand integrations that capture audience attention. Outside of sports, reality television has emerged as a powerful platform for brands to connect with millions due to its mass appeal. This trend aligns with the global shift away from traditional advertising toward immersive brand experiences. Brands are now moving beyond ads to become part of the stories unfolding on screen. Partnerships with major entertainment properties, such as Bigg Boss, Kaun Banega Crorepati, and Fear Factor: Khatron Ke Khiladi, provide valuable opportunities for visibility and engagement.
A notable example of this trend is MakeMyTrip’s partnership with Bigg Boss season 17, centered around the campaign ‘Bigg Boss ka Ghar, MakeMyTrip Par’. This initiative invited viewers to enter a contest for a stay in the Bigg Boss house, integrating the brand into the show’s narrative. Contestants logged onto the MakeMyTrip app to pitch their freedom to Bigg Boss, creating excitement among the audience. To enhance engagement, MakeMyTrip also launched billboards and advertisements, driving further interaction. Virtual tours of the Bigg Boss house, hosted by contestants, added another layer of connection. The campaign culminated with fifteen winners staying in the Bigg Boss house, forging a strong link between MakeMyTrip and its audience.
The collaboration had an immediate and measurable impact. The contest led to a 100 per cent increase in clicks on the homestay icon within the MakeMyTrip app, driven by engaging app animations. Homestay searches rose by 15 per cent, indicating higher booking intent. The campaign also resulted in a 12x increase in social media followers, boosted by over 500 organic posts. Audience engagement was high, with more than 130,000 contest entries, demonstrating the campaign’s strong appeal.
MakeMyTrip CMO & chief business officer Raj Rishi Singh said, “Our partnership with Bigg Boss last year significantly elevated the awareness of MakeMyTrip’s Homestays and Villas offerings. By integrating a unique experience where fans could immerse themselves in the iconic Bigg Boss house, we tapped into a loyal and engaged audience. This innovative association not only strengthened our brand’s connection with viewers but also showcased the diverse, high-quality homestay options we offer, driving both awareness and engagement across India.”
Viacom18 head – network sales, Mahesh Shetty spoke about the collaboration, “Our collaboration with MakeMyTrip on Bigg Boss demonstrates how reality TV can seamlessly elevate brand engagement. By embedding MakeMyTrip’s offerings directly into the viewer experience, we created an opportunity for the audience to not just watch, but actively participate with the brand. This unique integration helped MakeMyTrip stand out in a crowded market, driving visibility and building stronger connections with a diverse and engaged audience. It’s a prime example of how immersive content can unlock new avenues for brand growth and resonance across platforms.”
The MakeMyTrip and Bigg Boss collaboration highlights how strategic partnerships with reality TV shows can boost brand growth and engagement. As traditional ads lose impact, brands that integrate naturally within content and offer added value gain loyalty, visibility, and customer engagement. MakeMyTrip’s Bigg Boss Season 17 partnership set a strong example, demonstrating that content-driven marketing is key to future brand engagement.
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