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 Indiantelevision.com, the channel is spending Rs 100-120 million on marketing the show.

Bigg Boss-6 will air everyday at 9 pm.