Television

Viacom18's social expt 'Bigg Boss' has 'Super Bowl'-like fandom, says Raj Nayak, Salman to play 'peacemaker'

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MUMBAI: "We all have neighbors of every kind and every hue. Some of us have wonderful memories of them and some of us may have not so good ones," Salman Khan exemplified Bigg Boss' theme after returning as the host for the eighth season in a row.

The new season promises to give the audience a peek into human psychology in its newest avatar with Khan also as the neighbourhood peacemaker!

In our lifetime, we all come across a vivid breed of neighbours who we share a love-hate relationship with. The greedy ones, the nuisance creators, the gossip-mongers and sometimes the close confidants with whom we share our day-to-day ordeals with. Incorporating a never-seen-before twist, Colors ’ is all set to present yet another extraordinary season of its marquee show "Appy Fizz presents Bigg Boss powered by Oppo Camera Phones" which will roll out the red carpet for the Padosis this year. Viewers will find a host of new neighbours in the Bigg Boss House whose lives they’ll get to follow over a period of 90 days.

About the ad rate, official sources told Indiantelevision.com, it was Rs 3 lakh per 10-second -- an increase of 15-20 per cent over last year. Apart from the two known and CP Plus as sponsors, Colors is expecting three-four more partners for Bigg Boss.

About the launch of the show, Viacom18 COO Raj Nayak said, “Arguably the most awaited show on Indian television and a social experiment at its best, Bigg Boss undoubtedly has a fandom like the Super Bowl of the West. After turning risk into a victory last season as the contrasting worlds of common man and celebrities created unparalleled content, the entertainment abode of Bigg Boss this season comes with an even bigger twist filled with indomitable ‘Gharwale’ and ‘Padosis’. We’ve done an impeccable casting and are certain that the universal theme of ‘neighbours’ will not only prove to be relatable but will also elicit the right kind of emotions amongst the viewers.”

Bigg Boss, the world of Gharwale and Padosis, will premiere on 1 October at 9pm, and the subsequent episodes will air Monday - Friday at 1030pm and on Saturday-Sunday at 9pm on Colors.

Nayak added, “This year has been wonderful for Colors as we could treat our audience to some exemplary content; be it by presenting unique propositions like India Banega Manch and Rising Star or by accounting another successful season of Khatron Ke Khiladi. Here’s hoping that Bigg Boss will continue the trend and become a matter of neighbourhood gossip in every locality."

Talking about the association, Parle Agro's joint MD and CMO Nadia Chauhan said, “Bigg Boss, as a property, only seems to be getting bigger and better with every season. Our association has not only helped us to cement a significant market position but also to create several innovative brand propositions. We are looking forward to reaching out to our target audience through compelling in-show integration.”

Khan added, “Bigg Boss is a show that the country awaits with bated breath along with my movies."

Said Oppo India brand director Will Yang, “We have continued our association as the results have been tremendous and the recall amongst our target audience has been remarkable. We believe this year’s alliance will create more buzz and reach out to more audience which is young and fashionable as our brand.”

About the security of the Bigg Boss House, CP PLUS COO Yogesh B Dutta said: “CP PLUS is excited to be an integral part of the Bigg Boss house by intelligently securing the show this time."

Colors programming head Manisha Sharma said, “There are quite a few exciting and innovative elements getting added to the House this season, like an ‘aakhara’ and a ‘kalkothri’. For the first time ever, Salman will also be staying alongside the contestants.”

As the common man and celebrities fight all odds and live together as neighbours for 100 plus days, their lives will be filled with unique challenges and situations that will prove to be an entertainment bonanza. Only the determined and resilient will emerge victorious in this ultimate battle of Gharwale and Padosis.

On the format, Endemol Shine India MD and CEO Deepak Dhar This season we will add another interesting spin to the drama with the introduction of a ‘Padosi’. The journey gets more fascinating this year when the contestants face unpredictable situations, which will add to the entertainment factor that the franchise is synonymous with.”

Colors has designed an integrated marketing campaign to promote Bigg Boss across various platforms including OOH, radio integrations including special tie-ups. In the digital medium, actor Gaurav Gera will don the hat of Pinky Padosan and give out inside gossip from the Bigg Boss house.

One and all would be curious to know how viewers would relate to the dramatic neighbourhood situations.

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