MAM

'Bigg Boss' gets big marketing push

MUMBAI: Viacom18-owned general entertainment channel Colors is leaving no stone unturned to capture maximum eyeballs for the Amitabh Bachchan-hosted Bigg Boss 3.


The channel is investing close to Rs 50-80 million to promote the third leg of the bid ticket property, just before its launch on 4 October.













Propagating the idea that ‘Bigg Boss is watching everyone’, the campaign includes an 89 city press plan and targets 70 cities in the Hindi speaking market (HSM) with print, radio, out-of home and on-ground activation.


Says Colors marketing head Rameet Arora, "Through this marketing campaign, our aim is to take the show to the viewers and engage them without intruding into their private lives."


As part of its out-of-home activity, 1500 hoardings have been put up pan India. In Mumbai and Delhi, the channel is planning to put up specially-designed hoardings, which will capture images of commuters from different cameras and show them on the hoardings in real time.


In Mumbai, the promotion campaign will also see 250,000 dabbawalas (tiffin carriers) wearing Bigg Boss masks, while commuters at local stations will hear some announcements adorning the Bigg Boss voice.


Colors has also partnered with Barista for special Bigg Boss meals and Big Bazar outlets for different promotional offers.


Meanwhile, Big FM is the radio partner while IBN7 is the news partner. The channel has also booked spots on 10 different channels to promote the show.


The Bigg Boss TV campaign comprises nine promos shot by Morse Code Productions with Amitabh Bachchan in locations including Singapore and Khopoli near Mumbai.


"The TV campaign is a perfect marriage between two brands - Amitabh Bachchan with Bigg Boss," says Arora.


Additionally, the channel will engage viewers with flash-mobs across the country. “Idea of flash mobs is never heard of in India. You may find people with Bigg Boss eyes surrounding you, suddenly, in places like bus stand and coffee shops. The message is that Bigg Boss is watching everything,” avers Arora.



The channel will also unveil a microsite dedicated to Bigg Boss 3 on the launch day. For the previous season, such a microsite had got 20 million pageviews and this time the channel is expecting the number double.


“The online response for Bigg Boss 2 was great with 20 million page views. This time we are expecting approximately 45 million page views on the site,” Arora adds.


Colors will also exploit the digital platform. It will release Bigg Boss content on mobile such as ringtones and wallpapers. Also, in the offering will be uncut versions and mobi-sodes of the show. Also 35 million SMSes will be send across operators, announcing the start of Bigg Boss.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/06/LetsShave%2C.jpg?itok=HEwjHBDO
LetsShave, a grooming statement

MUMBAI: It’s groovy, it’s uber cool and it’s funny. LetsShave.com's new promotional video, which was recently released, has all the elements of the new age men’s world. In an event held in Chandigarh, LetsShave Team and the invitees couldn’t resist shaking a leg as the goofy video played on a...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/05/Posterscope-800x800.jpg?itok=oWCkFE8D
Posterscope shines at Global Marketing Awards

MUMBAI: Posterscope India, the out-of-home agency from Dentsu Aegis Network, has bagged the title of ‘Outdoor Agency of the Year’ at the Global Marketing Excellence Awards. With more than 30 awards in its kitty, this year has surely been a remarkable one for Posterscope India.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/05/Julie-Woods-Moss800x800.jpg?itok=e6xxWQVk
Tata Communications celebrates 'spirit of India'

MUMBAI: Tata Communications, a leading provider of A New World of Communications™, today announced the launch of a major multi-channel brand campaign in India. Designed to highlight the company’s diverse services portfolio that enables digital transformation for businesses and its contribution to...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/05/Narendra-Modi.jpg?itok=hokfV4rW
Demonetisation: Paytm & SBI most talked about on Twitter and Insta

MUMBAI: It’s been close to a month since PM Narendra Modi announced the demonetisation of higher currency notes and the buzz around the topic hasn’t receded still. After all, several sections of the market remain affected by the scarcity of liquidity in the economy.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/05/Titan-Eyeplus_0.jpg?itok=rtSSumiB
'Live The New' Titan Eyeplus

MUMBAI: Titan Eyeplus has launched their latest marketing campaign featuring an array of specialized prescription lenses from the Titan portfolio - specifically designed to meet the lifestyle needs of varied consumer groups.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/harshik-800x800.jpg?itok=EcZrcw78
'Make Love Not Scars', advocates Ogilvy

Building on the worldwide success of its #EndAcidSale campaign for Make Love Not Scars last year, Ogilvy has launched a powerful new campaign to benefit the cause of acid-attack survivors.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/abhik-800x800_0.jpg?itok=cgbiWP3H
Ogilvy to creatively project Dominar's supremacy

Ogilvy India won the prestigious business of this new brand Bajaj Auto’s Dominar 400 after a rigorous pitch process lasting over two months.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/gautam-800x800.jpg?itok=X1eVVuJA
Rentomojo hires Dentsu Webchutney digital

In its rapid path to becoming a platform where you can subscribe to furniture and appliances for a period of your choice, Rentomojo - founded by Geetansh Bamania - has signed Dentsu Webchutney to shape its digital agenda.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/rajdeepak-das-800x800.jpg?itok=3RnxG_s1
Bajaj V launches Invincible Indians; for everyday heroes

Bajaj V's initiative titled ‘Invincible Indians: Stories that Invoke Pride Everyday’ will uncover stories of ordinary Indians who, by dint of their resolve and determination, performed extraordinary acts in the service of society.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories