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Tag: Viacom18

  • Peppa Pig named Save The Children child ambassador

    Peppa Pig named Save The Children child ambassador

    MUMBAI: Child rights organisation Save the Children is emphasising on Right to Play as fundamental to the health and well-being of children and has announced Peppa Pig as their child ambassador to promote the importance of leisure time.

    Peppa Pig has been one of the most celebrated characters amongst kids and has a strong influence to instil positive behavioural change. In 2019, Viacom18 (also the official merchandising and licensing partner to Peppa) in association with Save The Children had come together for the ‘Peppa Plays Cricket’ campaign to unlock the potential of young cricketers. This year’s edition also saw eOne and Viacom18 Consumer Products engage kids to unleash their creativity by designing Peppa’s cricket jersey as kids were quarantined at home.

    This partnership will see several activities in the next one year, beginning with a collaboration with Hasbro’s Play-Doh brand through the ‘Cans of Kindness’ initiative. Over 1,000 children from underprivileged communities will receive cans of colourful and reusable Play-Doh for endless hours of fun and learning. With Play-Doh, children can make and create anything they imagine. The aim is to spark creativity, encourage the practice of fine motor skills and hand eye coordination. This first-of-its-kind collaboration between Peppa Pig and Play-Doh will encourage learning, creativity and most importantly – fun!

    With early childhood services, playgrounds, schools, and other public spaces for children still closed in India, there is limited access for play in the physical spaces. Save the Children and Peppa Pig will amplify and urge authorities to provide suitable conditions for children to play and #ProtectAGeneration at a time when children are locked up in their houses.

    While Peppa has become a global phenomenon, Viacom18 has been instrumental in building a stronger affinity towards the character in India by creating multiple touchpoints through its on-air, digital, merchandise and events verticals. Currently, Peppa Pig On Nick Jr India is amongst the top three properties in the pre-school genre, India and amongst Voot Kids pre-school properties as well. Viacom18 Consumer Products also recently announced a range of Peppa merchandise to delight kids while they continue to stay home.

    Save the Children CEO Sudarshan Suchi said, “Play is essential for children as it helps in developing their imagination, dexterity, physical, cognitive and emotional strength. It allows children to conquer their fears and master the world. Undirected play allows children to learn social behaviours, to share, to negotiate and to resolve conflicts. More than anything, play allows a child to experience happiness and joy, which is a fundamental building block to any other right.”

    “There has been a groundswell of affection for Peppa Pig after we first launched in India in June 2016 on Voot Kids before making its debut on Nick Jr India in January 2017. We are excited to spread happiness and joy at such a time when kids need it most. We will have Peppa engage in something that is extremely meaningful to kids and, with each activity meticulously planned for every child’s palate, we are looking forward to yet another great campaign,” said  global brand & marketing, family brands executive vice president Rebecca Harvey.

    Mahesh Shetty, head – network sales, Viacom18 said, “While the perils of the pandemic continue to exist, Right to Play is pertinent, especially in today’s times where kids continue to stay confined and are unable to engage, interact with the world around them. We are extremely delighted that Peppa has been chosen by Save The Children to be the child ambassador to promote Right to Play. We believe that Peppa has a strong influence on the minds of young kids and will play a key role in changing mindsets and reinforcing the value of play. Since 2016, Viacom18 has created a strong ecosystem for Peppa Pig with forays into broadcast, digital, merchandise and events. We look forward to partnering with eOne and Save The Children on the exciting initiatives planned in the coming months.”

    Hasbro South Asia country manager Bhavesh Somaya said, “At the heart of everything we do, lies our commitment to make the world a better place for all families and children. With concerted efforts, the Cans of Kindness campaign is a step towards building the Value of Play in India through creative, imaginative and fun play sessions using Play-Doh.”

  • MTV Nishedh Alone Together returns, with focus on TB awareness

    MTV Nishedh Alone Together returns, with focus on TB awareness

    MUMBAI: Viacom18 and MTV Staying Alive Foundation, supported by an educational grant from Johnson & Johnson Services, are all set to bring back digital-only miniseries MTV Nishedh Alone Together.

    The outbreak of the Covid2019 pandemic has caused new challenges for those suffering from tuberculosis (TB) across India. With over 2.7 million cases annually, India is home to the highest number of TB (Tuberculosis) patients in the world, out of which at least half a million cases go undiagnosed. Not only may TB patients and survivors face unique vulnerabilities to severe Covid2019 infection as a result of their respiratory challenges, but the pandemic has made it more challenging for them to access both medical care and social support.

    To combat this, MTV Nishedh Alone Together will focus on raising awareness about TB in India among young people – who represent just under 40 per cent of all new TB cases – while stressing the importance of seeking proper diagnosis and care, especially amidst the Covid2019 pandemic. The 5-episode mini-series will stream on YouTube, Instagram and Facebook handles of MTV India and MTV Nishedh, starting every Friday, from 27 November 2020 onwards.

    A digital only spin-off of MTV Nishedh, which premiered in January this year, MTV Nishedh Alone Together will see sportsperson Sania Mirza champion this important social cause and make her digital debut on the mini-series. The tennis star will be seen playing herself on the show, and joins the cast that includes Priya Chauhan, Syed Raza Ahmed, Himika Bose and Akshay Nalawade, who will also be seen in pivotal roles in the series.

    Viacom18 Spokesperson said: “We believe that meaningful content, when delivered in an entertaining format to mass audiences, can go a long way in driving instrumental impact. Amidst the Covid2019 pandemic, health and wellbeing has taken forefront in our lives; however, we still choose to shy away from conversing about TB – the world’s leading infectious killer. A global modelling study has suggested that, with every month of the lockdown, TB is expected to claim an additional ~70,000 deaths in India during 2020-2025.  Thus, the timing couldn’t be more appropriate to engage our audience through entertainment on social media to create awareness of TB in the times of Covid2019.”

    The MTV Nishedh campaign started in 2019 as a holistic 360-degree mass-media led intervention focussed towards increasing awareness on taboo topics facing young people in India, including TB, with support from Johnson & Johnson Services Inc., as well as other issues like sexual and reproductive health, adolescent malnutrition, women’s empowerment and consent. The campaign included MTV Nishedh, a 13-part fiction TV series on MTV; a radio drama on Red FM; and a sustained social media outreach to encourage conversations around these taboos.

    A completely shot-at home series, MTV Nishedh Alone Together captures the journey of a young couple, Vicky and Megha, based in Mumbai, who brave it through the professional challenges amidst the imposed lockdown, coupled with the concerns around Vicky’s TB treatment continuation in the Covid2019 scenario. Faced with this adversity, will Megha and Vicky be able to stick together? Will Vicky receive the care and social support he needs during Covid2019? MTV Nishedh Alone Together has the answers to these questions and much more.

  • Wondrlab appoints Haiderali Amir as head – content production

    Wondrlab appoints Haiderali Amir as head – content production

    NEW DELHI: Wondrlab has appointed Haiderali Amir as its head – content production. Amir will be based out of Mumbai and will report to Wondrlab co-founder and managing partner – content platform Rakesh Hinduja. 

    Amir will be involved with delivering a myriad of content across Wondrlab’s clients ranging from hygiene production to high-level deliverables such as branded content and web series. With his vast experience, Ali infuses technology and platforms to tell an impactful brand story. 

    Rakesh Hinduja said, “We welcome Haiderali to the Wondrlab family. Content is one of the most important pillars of communication today, and we needed someone with formidable experience such as Haiderali’s. He perfectly fits Wondrlab’s vision of creativity delivered through technology, and with a platform-first lens. His experience brings in the understanding needed to create content at scale that’s contemporary, high-level and customised for brands’ business challenges.”

    Added Haiderali Amir,  “When it comes to content in today’s times, the sky is the limit. Wondrlab gives me the freedom and encouragement to explore different realms of content and creativity to solve clients’ business problems. Its platform-first lens is an interesting approach to content and a big step forward in the right direction. I’m excited to work in a start-up like Wondrlab that is dynamic, progressive and limitless in its thinking.”

    In a career spanning over a decade, Amir has diverse and rich experience in content and media production. He started his professional journey with Viacom18 as an assistant producer, further expanding his horizon with some of the biggest content houses like Endemol Shine, 120 Media Collective, and Medium Rare Productions among others. His last stint was as an executive producer at Content Factory by Prodigious, where he associated with clients across the Publicis Groupe network to produce cost-efficient, high-quality content solutions. 

  • This Children’s Day #UnmutetheKids, says Voot Kids

    This Children’s Day #UnmutetheKids, says Voot Kids

    KOLKATA: In the last eight months, on account of the Covid2019 pandemic, kids have been home bound. Summertime fun, then back to school, spending time with friends, indulging in outdoor play, coming back home full of stories – everything has come to an abrupt halt. Voot Kids recognizes that while staying indoors and studying online is essential, the joy of childhood has gone amiss because of it. So, this Children’s Day, Voot Kids, with its new campaign #UnmutetheKids is letting kids say their piece.

    Ab bachhe batayenge, bacchon ka new normal (Now kids will speak up about their new normal) is a movement that calls for kids across the country to openly express themselves and share their views on what’s happening around them all these months. #UnmutetheKids is set to bring these big, small voices center-stage.

    Kickstarting the campaign, Voot Kids has introduced a series of light-hearted and endearing brand films that speak through the lens of a child. Embracing innocence and honesty amidst the new normal, each film is thoughtfully created to capture moments in a child’s life reflecting at times their reality and at times, their parents’. The philosophy of unmuting kids, empowering them, bringing their stories forward and infusing fun and goodness in their lives, will be continued through the year with various initiatives that reflect the thought. This Children’s Day is going to be the start of a year that’s all about kids.

    The first adorable brand film observes a kid standing with a placard that says, Aryan’s Bhook Hartal (Aryan’s hunger strike) as he revolts against the paani wali daal (watery daal) cooked by his father, sharing the message of Ab Hum Bolenge (It’s our turn to speak). Continuing with the message, the second film, again through the eyes of a little girl who has been confined in her home, rebels against the locked parks and playgrounds. Adjusting to the new normal of work from home, the third brand film showcases a little boy who is stopped from making noise in the house while his mother is on an important work video call. With a purpose in his eyes, the little boy is determined to now expose his mother’s secrets, highlighting the message of Ab Hum Bolenge. Further in the fourth film, making an unpleasant face after being told to drink a kaadha (medicinal brew), the kid amplifies the message of Ab Hum Bolenge.

    Viacom18 Digital Ventures marketing head Vigyeta Agrawal said, “This year has been full of disruption for the kids and we wanted to give them an outlet to voice their side of the story. #UnmutetheKids is our endeavour to bring this conversation mainstream and we will keep building momentum on this, throughout the year via multiple initiatives.”

    With the #UnmutetheKids campaign, Voot Kids aims to give voice to children by encouraging parents to tweet or send videos or pictures of the things their kids say, while living through this new normal. The campaign will be amplified through a 360-degree campaign including TV, YouTube, FB, IG and TW, along with high impact influencers-led communication that makes a clarion call to #UnmutetheKids.

  • Colors Kannada ramps up its primetime line-up, launches Majaa Bharatha & Hoo Male

    Colors Kannada ramps up its primetime line-up, launches Majaa Bharatha & Hoo Male

    MUMBAI: Colors Kannada has strengthened its primetime line-up with the addition of two new shows – Majaa Bharatha Season 4 and Hoo Male – in the non-fiction and fiction category respectively.

    Majaa Bharatha Season 4 is set to go on air on 7 November at 9 pm and will be telecast over weekends. In addition to this, Hoo Male, an unpredictable story of ambitions and emotion will debut on 16 November at 9 pm and will air Monday to Friday.

    With a new brand ethos, Banna Hosadagide, Bandha Bigiyagide, Colors Kannada is introducing these two programmes to spread love and humour amongst its viewers during these challenging times. 

    Viacom18 Kannada entertainment cluster business head Parameshwar Gundkal said, “Colors Kannada has always been ahead of the curve in the Kannada entertainment space. We have focused on telling stories in the most compelling and relatable manner which our viewers can resonate with. With our new brand ethos, we innovated and adapted to the new normal by resuming content of our existing shows, despite the challenges. We are delighted to yet again satiate entertainment needs and air our new shows Majaa Bharatha Season 4 and Hoo Male. With renewed energy and excitement, we are hopeful that these shows will surely make an impact in the 9 pm primetime slot.”

    With Dhruti Masala as a special partner, now in its fourth season, comedy talent show Majaa Bharatha will provide Kannadigas with an opportunity to entertain viewers with epic comedy content. Hosted by Bhoomi Shetty, the participants will be judged by ace Kannada music director and singer Gurukiran and actor Rachita Ram. Actor Harshit Raj will also showcase his comic skills in a never seen before avatar.  Hoo Male, on the other hand, is a fiction show centered around college-going Lahari who is the only daughter of a single mother with serious political ambitions. The story revolves around Lahari’s secret love affair and her mother’s attempt to get her married to a highly influential politician, who is a widower with a child.

    With the launch of these two shows, Colors Kannada strengthens its 9 pm primetime slot.  In addition to this, on 31 October the channel launched a new celebrity cookery show, Chat Corner. Powered by Goldwinner Cooking Oil, India Gate Basmati Rice, Aachi Gulab Jamun Mix and with TTK Prestige Swach pressure cooker as a Special Partner, the program will air at 12 pm on Saturdays and Sundays.

  • Viacom18 ropes in Network18’s Rajesh Iyer

    Viacom18 ropes in Network18’s Rajesh Iyer

    NEW DELHI: Viacom18 has appointed Rajesh Iyer to take on independent charge of Colors' regional portfolio of Bangla, Odia, Tamil and Gujarati.

    Network18 MD Rahul Joshi, said: “Regional broadcast entertainment is a key pillar in our endeavour to chart out a high-growth path for Viacom18. India is witnessing an unprecedented boom in the segment and agility is the need of the hour to get to leadership positions in our existing regional markets. With his years of leadership experience across TV and digital ecosystems, Rajesh is ably poised to take on the challenges presented by the genre and successfully grow the business.”

    Iyer joined Network18 in March 2019 and has worked closely with the leadership team to spearhead new initiatives. Prior to this and as part of the broadcast leadership team at ZEEL, Rajesh successfully launched its second GEC ‘&TV’ in 2015. He is no stranger to Viacom18, having served the organisation for six years when he led the marketing portfolio of the network’s flagship GEC Colors. He has also worked with Star, YuppTV and Ambience Publicis/Ogilvy & Mather.

    Ravish Kumar will continue to lead the network’s regional broadcast forays in Kannada and Marathi. Both Rajesh and Ravish will work closely to grow the regional broadcast footprint of Viacom18.

  • Reliance rolls back salary cuts for Viacom18

    Reliance rolls back salary cuts for Viacom18

    The Covid2019 pandemic forced several organisations to go for salary cuts across the board. The management at Reliance Industries (RIL) also opted for pay deduction at all levels across Viacom18 in April 2020. However, in a positive development, RIL has rolled back the salary cuts at Viacom18 and the employees will be offered their deducted salaries as arrears in the coming months.

    Starting this month, employees will receive their full salaries along with the arrears.  

    Sources close to the development confirmed the news.

    Reports also suggest that Reliance has done the same for its other divisions such as hydrocarbons, oil and technology. It is even offering a bonus to its employees for being with the brand in the last few months.

    At the broadcaster level, the channels are now working towards restoring full salary of their staff owing to an improvement in advertising spends. They are slowly suspending the voluntary pay cuts and releasing the pending performance bonuses. Media reports say that Star had already ended the voluntary pay cuts and Zee will be releasing the pending variable pay in October.

  • Why Bigg Boss remains the most bankable property for Colors

    Why Bigg Boss remains the most bankable property for Colors

    MUMBAI: Ever since its launch more than a decade ago, reality show Bigg Boss – fashioned after the Dutch series Celebrity Big Brother – has never failed to entertain and titillate audiences. The first edition of the show, with Arshad Warsi as the host, aired on Sony Entertainment Television with a TRP of 2.72. Then it passed into the hands of Colors, where it scored an impressive TRP  of 6.99. According to BARC data, Bigg Boss 13 garnered 13.8 million impressions in the finale week last year, breaking the record set by its previous seasons.

    Season 14 kicked off ahead of the festive season and has already racked up 3.9 billion viewing minutes in its launch week, the highest in the last three seasons.

    With the exciting matches in the IPL hogging up daily viewing time,  Bigg Boss has not made it into the top five programmes of Hindi general entertainment channels in week 40, but Colors  has consistently been in the top five channels in the HSM (U+R) market and urban market for the past five weeks. In fact, with the launch of the reality show, Colors secured the second position on  BARC's  pay platform and urban market charts for the first time in five weeks. Weekly impressions recorded on the pay platform chart were 676930 billion and 497722 billion in the urban market. chart

    So, what makes Bigg Boss so popular?

    There could be multiple reasons. Just like the IPL is to Star Sports, Bigg Boss is a tentpole show for Colors. It is a franchise that allows brands and channels to grow with it, a show that grows year-on-year. When it comes to this dramatic reality show, there is no middle ground, one either loves it or hates it. For people who watch it, it's a cult following.

    The show currently has a total of 15 sponsors. Apart from the presenting sponsors – Mobile Premier League (MPL), Dabur Dant Rakshak Ayurvedic Paste and TRESemmé and Lotus Herbals – the channel now has 14 associate sponsors that include Captain food’s Chings, Vicco, Greenlam Laminates, Garnier Men, Mamaearth, Somany Tiles and Lifebuoy. The associate sponsors only for Colors HD comprise Philips, MDH Masale, Fogg, Honda, Urban Company, Duroflex and LG Electronics.

    Havas Media Group India MD Mohit Joshi predicted the latest edition of the reality show will be more popular and profitable than its predecessors. With all signs pointing to a subdued festive season, viewers are bound to tune in and get their thrills from elsewhere. “Bigg Boss 13 was the most-watched reality show with 10+ million impressions, as per data released by BARC India. Owing to the fact that the audiences have been starved for fresh content on TV, there is going to be huge traction which is why it will be preferred by brands and advertisers,” said Joshi. 

    Viacom18 Hindi mass entertainment chief content officer Manisha Sharma shared that with Bigg Boss, the network tries to break its own benchmarks and introduces something new and innovative every season. “It is an important cog in the wheel of our business at a network level and also creates viable opportunities for brand associations. The mechanics of the show is such that it has something for everyone; be it celebrities, viewers, brands, advertisers.”

    Since Bigg Boss grabs eyeballs, it makes sense for advertisers as well. According to a person closely associated with the show in the past, it is attractive to broadcasters not just because it’s a monetisable property, but it keeps paying dividends even in the long run.
     
    “Hypothetically speaking, if you spend Rs 140 crore on the property in three months, you will make a profit on it. It is compelling content for advertisers and brands," he said.

    Format

    Bigg Boss is a show that thrives on drama and controversy. It deliberately brings together highly opinionated and egotistical  individuals and leaves them to stew in a pressure cooker environment for three solid months. The show appears on your television screens every day, and, before you know it, becomes a habit.

    There are drama queens, a few foreign names (for example: Pamela Anderson, Jade Goody and Sunny Leone), struggling actors and a political or religious figure. Contestants are eliminated and replacements are introduced to keep things interesting. Love affairs and big fights abound; there is no telling friend from foe – it is like watching a Bollywood melodrama unfold in real time.

    The format of Bigg Boss indulges its viewers’ voyeurism, and makes for great gossip with friends, colleagues and family. It frequently ranks as one of the top trends on social media.

    “It generates an ecosystem of viewers, fans, and admirers that further builds the show up and creates conversations about it and the contestants,” Sharma further added.

    Brand Integration Opportunities

    Brands want to get associated with a programme  which gives them higher recall value. Think IPL and you associate it with the IPL,  Maruti Suzuki well the quickest connect is with India’s Got Talent. Bigg Boss as a reality show provides greater brand integration opportunities than daily soaps. It has evolved not only in terms of costs but concepts, scripts, marketing and production every year.

    Apart from regular brand visibility, the channel provides businesses with tailor-made tasks and branding opportunities for them for a span of 100 plus  days, said Sharma. They get higher visibility than any other reality show in the space. “The interesting content and higher viewership is also one of the factors that make Bigg Boss an apt engagement foreground for the brands and hence some of them also renew their partnerships with us year on year,” she elaborated.

    Bigg Boss is also a show which sometimes is at the receiving end of a heavy viewer backlash, but Havas' Joshi shrugged off this concern, saying, “We live in a ‘socially connected’ world where anyone can express his/ her point of view. Hence public opinion is what we as individuals and brands have to live with.”

    Joshi also asserted that the show's nature and format are such that it is bound to attract a lot of positive as well as negative chatter. The reason why brands continue to associate with the property is for its reach. When their promotional vehicle faces flak, brands have to manage their online reputation smartly and sensitively, pointed out Joshi.

    Every brand that comes on board is very well aware of the nature of the show, and the publicity that it garners, added Sharma. “We also manage our clients very well who put in immense trust in us which is the reason they keep coming back to us.”

    Salman Khan As The Host

    One of the biggest draws of Bigg Boss is undoubtedly the celebrity of its host – Salman Khan. The actor has an army of diehard fans, many of whom tune in on weekends just to watch Khan delivering justice to contestants who caused chaos in the house that particular week. This time around though, viewers are missing the hand slapping, physical contact,  between Khan and his coterie of famous friends, courtesy the Covid2019 pandemic. However, clever creative and production is more than making up for this minor absence. 

    Big Boss 13 got high traction in both urban as well rural markets and Joshi said this was due to the fact that it is like a doorway allowing the audience to virtually enter into the lives of celebrities. And the presence of Salman Khan adds an extra dose of excitement.

    Monetisation

    Given the sheer scale and viewer base, Bigg Boss is one of the biggest reality shows on Indian television right now. It has all the ingredients that make it a winning property. It is the most talked about, most trended show, and has created a community that thrives on it for entertainment. “Bigg Boss takes things to another level for us in terms of content and viewership. It possesses the power to catapult the channel to the number one spot and contribute in a big way to the revenue,” said Sharma.

    Even with the kind of expense that is resting on the property, Bigg Boss is a great opportunity for brands and advertisers to get on board, she explained, since the viewers connect and engage with the show because they can see contestants going through a whirlwind of emotions in the midst of great angst and drama. “It is a perfect blend anyone can ask for and the kind of integration opportunities we end up doing on the show is humongous. It benefits the brands massively.”

    Winners Get Popularity

    Bigg Boss has proved to be a stepping stone to bigger and better things for many of its contestants. Just by participating in the show, they’re able to amass a loyal fan base, leading to brand endorsements, TV shows, and much more.

    But fame is a fickle friend. Season six winner Urvashi mentioned that her life did not particularly change post-Bigg Boss in any manner. However, winning the title did mean a lot to her because people got to see her as a person, she added. “It has given me a title, helped me in reaching the audience and the masses… A show like Bigg Boss plays in different ways for each contestant's careers. For me, the show added a trophy to my kitty while for others it may lead them to other things. To each their own, I say.”

    Though Colors has time and again proved its mettle, it would be interesting to see how long it can sustain the Bigg Boss phenomenon raging through India.

  • Reliance-Viacom18-Sony deal finally off?

    Reliance-Viacom18-Sony deal finally off?

    MUMBAI:  For a long time, media has been reporting that a deal between the Reliance-owned Viacom18 and Sony Pictures Networks is just about to be struck. That it is definitely on. Then reports surfaced that it's off. Now, here's another one harping on the latter, saying the two are not getting into bed together.

    On earlier occasions, the reasoning was that media and entertainment is too small a business for Reliance to want to continue with it; thus the assets it acquired from Raghav Bahl a few years ago would be jettisoned. Then, on others, when it appeared to have been forgotten, came the news reports that Sony wanted out as the valuation being demanded by Reliance was too high to be even considered by Sony.

    Read more news about Sony

    And even as we totally forgot that the two were even talking to each other, came reports that an arrangement would be struck by the end September-2020. And how synergies would shine when the two wedded each other. We, at indiantelevision.com looked on, with sardonic smiles on our faces, ignoring all the reams of paper that were wasted. The end of September has come and gone, and there's been no deal, nada.

    Now comes the news, that Reliance has opted out because it has had a change of heart and wants management control of the digital operations of the two firms – Voot, Voot Select, and SonyLiv and has suddenly developed a love for its media and entertainment vertical. That is a no-no for Sony. 

    Read more news on Viacom18

    "Media and entertainment is an essential pillar of Jio's business strategy," says a source. "Reliance plans to invest aggressively to grow the digital media business. There is a lot of interest from content companies and production houses in partnering with Reliance and Jio and investors are keen to back such a partnership.”

    Hopefully, it stays that way. And we hope it is the last time that the media will pay attention to this two-year-old "developing" story. 

  • Bigg Boss ropes in 15 sponsors for this season

    Bigg Boss ropes in 15 sponsors for this season

    MUMBAI:  Bigg Boss is back after tasting a remarkable and groundbreaking success last season and is all set to give 2020 jawab with power-packed entertainment and unlimited drama. With less than a week left for the show to hit the television screens, Colors has attracted some of the leading brands who have come on board as sponsors for the new season. Apart from MPL as the presenting sponsor and Dabur Dant Rakshak Ayurvedic Paste and TRESemmé as powered by sponsors, the channel has signed Lotus Herbals as Beauty Partner, multiple associate sponsors including Chings, Garnier men acnofight facewash, Vicco Narayani, Greenlam laminates, Mamaearth Hair Oil, Somany Tiles, MDH Masale, Fogg deodorant, Philips hair straightener, Urban Company and Honda City.

    Viacom18 Colors sales senior vice president Pavithra KR said, “We are delighted to have 15 brands as sponsors representing varied categories before we go on air. Bigg Boss is not only a huge hit with viewers but also with advertisers thanks to its immense reach and the traction across consumer segments. It is one of the most sought-after marketing arenas for advertisers to launch their tentpole products or properties. This year as well you will see us unveil exciting and seamless engagements for most of our brands, so they get maximum benefits out of the associations.”

    Read more news on Bigg Boss

    With the show's immense popularity and reach, it provides a befitting opportunity for the brands to engage and collaborate through various touch points – active and passive inside the Bigg Boss house. During the show, the brands will gain prominence and visibility through ad spots, task integrations, caller of the week segment, special zones, and other peripheral branding opportunities. The Bigg Boss house this season will have various interesting elements like a spa, dining area, shopping mall, and theatre that will give further impetus to the brands to enhance their visibility and influence consumers. The show is set to turn the tide and be an antidote to this year by reinstating normalcy and introducing an eclectic mix of contestants to present a gamut of entertainment.