Television

Bigg Boss 14: The brand countdown has begun

Mahesh Shetty says there is no other better brand integration platform than Bigg Boss.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/09/18/bigboss2020800x800.jpg?itok=gYzLXoL9

MUMBAI: A century. That’s what Viacom18 head of network sales Mahesh Shetty is hoping to hit with the fourteenth edition of celebrity reality show Bigg Boss. “It will be great if we manage to hit last year’s 100 advertiser landmark we did with the show,” says Shetty.

Recently, the sales team once again signed on Capital Foods Ching’s Secret as an associate sponsor for the show. It already has e-sports and mobile gaming league platform MPL as presenting sponsor, while Dabur Dant Rakshak Ayurvedic Paste and HUL’s Tresseme have come on as co-powered by sponsors.

It looks like Shetty has his work cut out for him with only around a fortnight to go before the show starts filming in Mumbai’s Film City on 3 October. However, he is confident that the sponsorship and advertising contracts will start rolling in faster now.

Says he: “It’s not that this is the first time the team that is selling Bigg Boss is facing environmental pressure. At some point of time there was demonetization followed by GST, which created huge pressure on the economy. The feedback that we got from brands who wanted to associate with us has been phenomenal. I'll give the credit to the equity of Bigg Boss and to my team also.. I am very optimistic about this season as well. We are expecting the same traction this year itself.”

Read more coverage on Bigg Boss

He further explains why he is not worried. Says Shetty: “There are certain brands who come on board for the entire season while others come only for half-season. Some of our key brands have been associated with us since the last season. We have 106 episodes, so there are many brands who wish to come in the later part of the show. Apart from that a lot of revenue comes from the Free Commercial Times (FCT).”

He has no regrets that he has pegged the advertising and sponsorship rates at least year’s levels when Star Sports has managed to command higher pricing for its IPL inventory than last year. Explains Shetty: “It is not a short-term relationship as some brands also come back. We have kept similar rates as last year because Bigg Boss is a 106-day property. At the end of the day, it is a demand-supply game.“

He is hopeful that Bigg Boss this year will be able to command higher sticker prices than the Rs 300,000-350,000 per 10 second spot that it did last year. “Depending on how the property performs and demand-supply it creates, we will look at increasing the prices. When the show starts and if the demand is very good, we will definitely hike the prices,” he says.

Shetty’s opinion is that very platforms can offer the brand integration that Bigg Boss does.”I don't think there is any property like Bigg Boss when it comes to brand integration and brand engagement. The show not only gives them a wide visibility and reach, but helps them connect with the end consumer,” says he. “We engage very deeply with brand owners, and not just with the agency. Every integration of ours is something that we kind of take them through, also at the same time our programming team, people who run the show are very well equipped and experienced.

Shetty points out to how last year presenting sponsor Vivo used the platform to showcase the video features of its brand new phone the V17 Pro. For Dabur, the programming team innovated by enrolling contestants of season 13 - Shehnaz Gill, Madhurima Tuli, Rashmi Desai, Mahira Sharma, and Shefali Bagga to promote Dabur Amla Hair Oil while walking the ramp after they were tasked by Salman Khan to do so. Shefali Zairwala and Aarti Singh became the hair stylists for the ramp walkers. Siddharth Shukla, the ultimate winner of the season, and Asim were the judges and chose Shehnaz Gill as the winner. “Again, it was very entertaining and brands’ core values got communicated. It is something you will see again this year,” says Shetty.

He is quite emphatic that advertisers will hitch themselves to the Bigg Boss bandwagon. “Today, if there is so much traction for IPL, it is because there isn't anything like IPL. In the same way, I would say there is nothing really like Bigg Boss. It's not just another property,” he says. “It starts on 3 October goes on all the way till January 2021. It covers all the key festivals from Dussehra to Diwali, Christmas, New Year, and Sankranti. In terms of consumer spending, this entire period is a big chunk as far as consumer spending goes. So brands would want to latch upon the properties like Bigg Boss.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/24/q.jpg?itok=pnhf3jtc
TV will grow, but digital is where the money's at: SPNI's NP Singh

Sony Pictures Networks India MD and CEO NP Singh has always believed in looking on the bright side. After the network lost the IPL media rights to arch rival Star Sports, Singh claimed they were better off and more profitable without the league.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/23/aajtak.jpg?itok=tayoapIL
Aaj Tak enters Bengal market with first regional digital extension

NEW DELHI: Aaj Tak is venturing into the regional digital news space with the launch of bangla.aajtak.in. The digital format of Aaj Tak Bangla will showcase exclusive content in politics, literature, sports, technology and entertainment for its visitors. The unveiling of Aaj Tak’s Bangla digital...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/23/republic.jpg?itok=aJYudEDW
TRP row: Republic TV's broadcast of Hansa Report not illegal, says court

NEW DELHI: Mumbai Police commissioner Param Bir Singh opened up a pandora’s box on 8 October when he addressed the press conference on the subject of TRP manipulation. Ever since, the news broadcasting industry has been beset by flying allegations and accusations, as well as FIRs and lawsuits...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/23/arnab.png?itok=MIYAZief
Delhi high court rules Republic TV cannot use ‘News Hour’

New Delhi: The fight for who holds the rights to the words ‘News Hour’ and ‘nation wants to know’ between Benett Coleman & Co’s Times Now and ARG Media Outlier’s Republic TV has been on for a very long time. Earlier, BCCL had moved the high court seeking a permanent injunction against Arnab...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/23/t.jpg?itok=8VyEsBnY
Celebrate This Glorious Victory Of Good Over Evil With Some Of The Greatest Heroes And Villains This Sunday On &flix And &PrivéHD

A time of happiness, the festival of Dusshera celebrates a new era, ushered in by the victory of good over evil. On this auspicious day, watch as evil is extinguished with fury and vengeance as glorious battles and fierce action awaits you on Sunday, 25th October 2020 only on &flix and &...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/23/zee.jpg?itok=KXkZgMUU
Zee Tamil marks the successful completion of the third season of Zee Tamil Kutumbam Viruthugal 2020; To be telecasted on Sundays at 2.30 pm starting 25th October to 8th November

After two successful years of entertaining the audience, Zee Tamil returned with the third season of the Zee Tamil Kutumbam Viruthugal 2020. It was a glorious evening in Chennai where the red carpet was rolled for the Zee Tamil family to felicitate the stars and celebrate the exceptional talent in...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/23/colors.jpg?itok=-hNo0VdB
Colors Marathi to launch two new shows during festive season

MUMBAI: As part of its Navi Umed, Navi Bharari ethos, Colors Marathi will debut two new shows during the ongoing festive season to provide viewers with wholesome entertainment. Sukhi Mansacha Sadara will launch on 25 October with a special episode and will air every Monday to Saturday at 9:30 pm....

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/23/banijay.jpg?itok=t89Eofe7
Takis Candilis returns to Banijay as senior adviser

MUMBAI: Banijay has welcomed former head of scripted Takis Candilis back to the business as it looks to expand its investment in the genre. Candilis has returned in the capacity of senior advisor and will drive up co-production and new IP opportunities across southern Europe. In recent months,...

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/23/big-boss.jpg?itok=kgu5ridl
Why Bigg Boss remains the most bankable property for Colors

Ever since its launch more than a decade ago, reality show Bigg Boss – fashioned after the Dutch series 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.

Television TV Channels GECs

Sign up for our Newsletter

subscribe for latest stories

* indicates required