MUMBAI: When the house fills up, so does the brand roster. Bigg Boss Marathi Season 6 has signed on nine leading sponsors, underlining the franchise’s pull as one of Maharashtra’s most influential entertainment properties across television and digital. The latest season once again positions the show as a magnet for brands looking to blend scale with cultural relevance in a market that rewards regional nuance.

The sponsor lineup is spread across multiple tiers. Danube Properties and Santoor Soap come on board as co-powered partners, while MYK Laticrete, Pitambari, P. N. Gadgil & Sons, Gemini Cooking Oil and Cotton King have joined as special partners. Society Tea and Tunwal E-Motors complete the lineup as associate sponsor.

For returning sponsors, the appeal lies in the show’s ability to deliver repeatable impact. Danube Properties, which previously partnered Bigg Boss 19, said the Marathi edition allows it to deepen engagement with regional audiences built on aspiration and trust. Santoor Soap echoed that view, pointing to strong recall and engagement from past integrations and highlighting the show’s value in reinforcing its progressive woman narrative within culturally rooted storytelling.

Other brands see the show as a platform that goes beyond visibility. MYK Laticrete described the association as a way to build trust through sustained presence, while Pitambari said the partnership coincides with the launch push for its Dishwash Gel, leveraging the show’s reach into everyday households. Jewellery major P. N. Gadgil & Sons returns for a second consecutive season, citing the programme’s cultural stature and the added appeal of host Riteish Deshmukh.

From kitchen staples to clothing and EVs, the diversity of categories reflects the show’s broad audience base. Gemini Cooking Oil called the partnership a natural alignment between two No.1 brands in Maharashtra, while Cotton King sees the association as a springboard to build recall and relevance. Society Tea continues its long-standing relationship with the franchise, and Tunwal E-Motors is using the platform to push its message of affordable electric mobility to mass audiences.

With Season 6 assembling a crowded sponsor house, Bigg Boss Marathi once again demonstrates why regional entertainment has become prime real estate for marketers. In a cluttered media landscape, the show’s mix of scale, loyalty and cultural currency continues to make it one of the safest bets on the brand board.

Danube Group founder & chairman Rizwan Sajan said, “After the overwhelming response to our association with Bigg Boss 19, we are delighted to extend our partnership to Bigg Boss Marathi. At Danube Properties, we believe in meeting our audience where they are, and this collaboration allows us to connect more deeply with regional audiences who share our values of aspiration, trust, and progress. This partnership reinforces our commitment to building meaningful relationships across cultures and communities.”

Wipro Santoor (Wipro Consumer Care) CMO Prasanna Rai said, “Santoor’s growth to become the largest soap brand in India, has been driven by deep consumer connections. High-impact regional programs like Bigg Boss Marathi allow us to build these bonds authentically with culturally rooted audiences in ways that broader national properties miss. Our integration last year delivered strong engagement and exceptional recall. We are excited to partner with Bigg Boss Marathi once again, continuing to weave Santoor’s progressive woman narrative into the show’s storytelling and further strengthening our presence in every Marathi household.”

MYK Laticrete president of sales & marketing Amarbir Palta said, “Bigg Boss Marathi offers a deeply regional and culturally rooted audience. Our partnership with this show goes beyond visibility, it’s about connecting with culture and building trust through sustained visibility. This association reinforces one clear promise: Any tile, any surface, MYK LATICRETE delivers unmatched excellence in tile adhesives.”

Pitambari Products Pvt. Ltd. DGM Priya Prabhudesai said, “We are proud to be associated with Bigg Boss Marathi, a platform that truly connects with millions of Indian homes. Through this association, we are launching Pitambari Dishwash Gel with the aim of reaching every household. With its unmatched reach and strong entertainment value, this collaboration allows us to engage with consumers in a fresh and impactful way.”

P. N. Gadgil & Sons Limited CFO & COO Aditya Modak said, “We are proud to associate with Bigg Boss Marathi Season 6 for the second consecutive year. The show commands a distinct cultural stature with a loyal following, and the presence of Riteish Deshmukh as host has further elevated its appeal and scale. This partnership enables us to engage meaningfully with a new generation of discerning audiences while reinforcing our legacy of trust across Maharashtra.”

Cargill Foods India senior director for GTM Retail Shailesh Khurana said, “Gemini has always been the first choice of Maharashtra’s kitchens. Partnering with Bigg Boss Marathi, the state’s most loved show, is a natural fit when two No.1 brands come together, it creates a winning story for millions of households.”

Cotton King Pvt. Ltd. managing director Koushik Marathe said, “Cotton King is proud to associate with Bigg Boss Marathi for the first time. The show offers a powerful platform to connect with millions of viewers and strengthen brand recall. We’re excited to drive visibility, relevance, and deeper consumer affinity through this partnership.”

Society Tea senior marketing manager Chandrashekhar Bhosle said, “Our association with Bigg Boss Marathi has been a strong and rewarding journey. With the show’s growing scale and engagement, we are confident Season 6 will deliver an even bigger impact for Society Tea.”

Tunwal E-Motors chairman and managing director Jhumarmal Tunwal said, “Tunwal E Motors Limited has always been committed to making sustainable and affordable electric mobility accessible to the masses. This association reflects our vision of driving Bharat towards a cleaner, smarter future by bringing reliable EV solutions closer to consumers across the country.”