Report on Shemaroo

Bigg Boss 14: The brand countdown has begun

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

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
Our fiction & non-fiction shows will hold the fort against IPL: Colors’ Manisha Sharma

A handful of people confined together in a building for days on end, with little to no contact with the outside world. Call it lockdown or the premise of Colors’ marquee property Bigg Boss, whose season 14 dropped in October 2020.

Television TV Channels GECs
TRP scam: Enforcement Directorate to file chargesheet this month

MUMBAI: The Mumbai police's unearthing of a ‘fake TRP’ (television rating points) scam last year sent shockwaves through India's media industry, with top TV news channels accusing each other of fudging their ratings. The Mumbai police has alleged that a few media houses bribed households where BARC...

Television TV Channels Viewership
Zee's Indian Pro Music League ropes in eight sponsors

MUMBAI: India’s first-ever music league, the Indian Pro Music League (IPML), recently aired on Zee TV and streamed on Zee5, to much fanfare. A clutter-breaking reality format innovation, IPML has received an overwhelming response from leading brands across categories who have come onboard as...

Television TV Channels GECs
No crisis for BARC, our data is proved & authentic: Sunil Lulla

NEW DELHI: As the Broadcast Audience Research Council (BARC) continues to battle the controversy surrounding its TV viewership ratings, its chief executive officer Sunil Lulla asserted that the issue has become a matter of the past, and the agency’s data remains true, reliable and authentic.

Television TV Channels Viewership
TV viewership up 9% in 2020, ad volumes surge 34% in second half: BARC India

MUMBAI: The television industry witnessed unprecedented highs and lows in 2020, or the year that shall not be named. From record viewership, new category leaders, to diminished ad revenue and stiff competition from upstart OTT players – TV Land saw it all and emerged stronger for it. Now, the...

Television TV Channels Viewership
Sony BBC Earth concludes fourth edition of ‘Feel Alive Hours’

MUMBAI: Yet another season of inspiring young minds has concluded with Sony BBC Earth’s flagship school engagement program, Feel Alive Hours. Over the last three editions, this pioneering initiative travelled to schools across India and rekindled the joy of being closer to nature through positive,...

Television TV Channels News Broadcasting
9X Media onboards Alok Nair as chief revenue officer

MUMBAI: With Pawan Jailkhani deciding to depart from 9X Media, the company has brought on Alok Nair to take over as chief revenue officer. Nair, who has made the move from his entrepreneurial venture White & Blue Media, will report to 9X Media MD Pradeep Guha. He will work in tandem with 9X...

Television TV Channels Music and Youth
Golden Globes 2021: The Crown reigns, Nomadland is best picture

After a two-month delay, the 78th annual Golden Globes finally took place on Sunday, February 28, giving the industry something to celebrate while also reflecting the reality we inhabit. The awards went bi-coastal this year, most winners accepted their trophies from the safety of home, and the...

Television TV Channels Movie Channels
Julie Pizzi named president, Bunim/Murray Production

Veteran producer and long-time executive Julie Pizzi has been named president, Bunim/Murray productions. The news was announced by Endemol Shine Holdings president and CEO & Banijay chairman of the Americas Cris Abrego.

Television Production House Fiction

Sign up for our Newsletter

subscribe for latest stories

* indicates required