Colors bets big on Bigg Boss season 6

MUMBAI: Colors has launched a 360 degree marketing campaign to promote its biggest property - Salman Khan-hosted ‘Bigg Boss-6‘.

With the central theme of ‘Alag Che‘ the channel has planned to do something different this time in order to create a buzz about the show.

The channel has tied up with radio channels-Radio City and Fever to do some activities with them. On Radio City, the channel is converting ‘audio into video‘. Titled ‘Bigg Boss Banayenge Audio ko Video‘ four RJs will be seen doing tasks given by Bigg Boss. The videos will be uploaded on the Bigg Boss site and also beamed on Radio City‘s website.

On Fever, the channel is taking ‘Radhe‘ (a parrot), who is a new element of the house, to speak to the listeners. "Apart from these two innovations on radio, we have a 30 city plan and will be advertising on 3000+ spots on radio. Bigg Boss is our largest property and we are keeping three things in mind for marketing this - reach, innovation and impact," said Colors marketing head Rajesh Iyer.

As a part of below-the-line activities, there will be railway announcements in Mumbai in Bigg Boss‘ style and voice which will give public service messages like ‘Don‘t cross the track, Use Bridge‘.

Also, there will be announcement in Bigg Boss‘ voice in the theatres where he will ask the audience to stand up for the National Anthem before the movie starts. The activity in theatres started last week and will continue till 7 October (Sunday) when the show is going on-air. Colors has tied up with 100+ screens in Mumbai for this initiative. Besides this, the audiences in 20 cities and over 200 screens will get to see the advertisements of the show during breaks in theatre.

Meanwhile, on television Bigg Boss will be promoted on more than 53 channels outside the Viacom18 network with 6000+ spots. On its own network it will block some 1500-2000 ad spots.

In print there will be ads in more than 40 cities and the channel is aggressively advertising on the OOH medium with focus on key HSM Markets.

It will also have a roadblock on Dish TV and Tata Sky on 5, 6 and 7 October between 8.45 pm - 9.00 pm.

On social media, Colors has created a Facebook application wherein the users can nominate 13 friends who can be a part of a ‘virtual Bigg Boss house.‘ "In the app, the users can give their friends titles like-Most Attractive, Most Fashionable, Most Gracious, Most Dependable, Most Wild, Most Funny, Most Romantic, Most Competitive, Most Confident, Most Creative, Most Athletic and Most Knowledgeable," Iyer added.

As reported earlier by, the channel is spending Rs 100-120 million on marketing the show.

Bigg Boss-6 will air everyday at 9 pm.

Latest Reads
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories