As the festive season approaches, excitement builds around major entertainment properties like Bigg Boss which has been consistently captivating the audiences since its inception.
Last year, Viacom18 faced viewership challenges due to competing events like the cricket World Cup. However, this year, Bigg Boss and the new show Laughter Chefs are set to excel during the festive season, providing advertisers with a prime opportunity to engage a larger audience, said Pavithra KR, Revenue Head at Colors (Viacom18), while sharing valuable insights with exchange4medi
She discussed anticipated revenue growth on Colors TV channel as well as OTT platform Jio Cinema, the advertising landscape, and the innovative strategies that have propelled Bigg Boss and other shows into the spotlight, keeping brands engaged.
Revenue expectations in the festive season
Expressing a strong sense of optimism for this year’s festive season, Pavithra forecasts a revenue growth of 30-40%.
“Last year presented significant challenges due to the overlap with major sporting events like the cricket World Cup. This year, however, Bigg Boss and the new show, Laughter Chef , enjoy a free run, making them prime platforms for advertisers looking to maximize their visibility during the festive period,” she said.
“We’re very positive,” Pavithra said, adding that “the combination of Bigg Boss and Laughter Chef provides a fantastic opportunity for brands to associate with something that captures the audience’s attention during this crucial time.”
The ability to foster associations and facilitate product launches makes the platform particularly attractive for advertisers, she added.
According to her, the response from brands has been overwhelmingly positive, with many of them returning based on the success of last year's Big Boss season.
Pavithra noted, “Clients have shown tremendous faith and excitement. We had an excellent year last year, and we’re aiming to build on that success.”
Multi-platform strategy for broader reach
Pavithra explained that strategy for its reality show Bigg Boss has evolved from being strictly television-focused to adopting a more inclusive, multi-platform approach. “Gone are the days when we can build content only on television,” she emphasized. The show's reach now spans social media, streaming platforms, and traditional television.
“Whether you’re on Instagram, LinkedIn, or even browsing a news website, you’ll find content related to Bigg Boss ,” she said. This multi-channel strategy ensures that the show is not just watched but also discussed and engaged with across various demographics.
“There are ardent fans who prefer appointment viewing on TV, while others consume additional content on OTT platforms,” Pavithra noted. This approach caters to both traditional viewers and younger audiences who are more inclined to watch on digital platforms.
Long-term partnerships with brands
A significant factor contributing to Bigg Boss’ ongoing success is its long-term partnerships with numerous brands. Pavithra highlighted that many brands, like Ching’s and Tressemme, have remained loyal partners for years.
“Once a brand joins Bigg Boss , they often find it hard to leave,” she said, adding that this stability reflects the successful integration of brands into the show’s narrative, enhancing both viewer experience and brand visibility.
For flagship shows like Bigg Boss and Khatron Ke Khiladi, well-known brands such as Maruti and Hyundai have consistently returned as sponsors, she said.
“Our approach ensures that brands are not just seen but also organically woven into the storyline, which adds value for both viewers and advertisers,” Pavithra explained.
Engaging content to retain viewership
In an era where viewer preferences are constantly shifting, maintaining audience interest season after season is crucial.
“ Bigg Boss has done a phenomenal job in adapting to changing times,” Pavithra noted. She said that the storytelling is concise and engaging, ensuring that plotlines are resolved quickly to meet modern viewer expectations.
Pavithra mentioned that the show innovates each year by bringing in fresh content, including unique combinations of contestants from various platforms and influencer integrations.
“We’re always looking for ways to keep the content exciting and relatable,” she said. Special weekend episodes hosted by well-known personalities further enhance the viewing experience.
Moreover, the incorporation of interactive elements keeps viewers hooked. “We try to make sure that stories don’t drag on,” Pavithra stated. “If a storyline starts on Monday, we aim to conclude it within the same week, so viewers are always eager for the next episode.”
Innovative sponsorship strategies
Colors’ early sponsorship deals allow for more engaging brand integrations. By planning ahead, the team can design specific areas within the Bigg Boss house to showcase brands organically. For example, food brands find their place in the kitchen, while automotive brands are featured prominently in relevant settings.
“We’re very deliberate about how we incorporate brands into the show,” Pavithra explained. “For example, last year, we had Hyundai’s safety wall, which highlighted the brand’s commitment to safety through the context of the show.” Such thoughtful integrations not only enhance the viewing experience but also provide brands with meaningful visibility.
Pavithra also highlighted the innovative ways they engage with audiences through these integrations. “We created scenarios that allow the contestants to interact with the brands in ways that feel natural. It’s not just about putting up a poster inside the house; it’s about making it part of the conversation.”
Laughter Chefs, a long-awaited hit in comedy genre for Colors
The introduction of Laughter Chefs has further diversified Colors' content offerings.
“This new comedy show has resonated well with audiences, generating significant buzz among advertisers. This is a long-awaited hit for us in the comedy genre,” Pavithra stated, noting the impressive ratings and audience engagement.
“With TVRs ranging from 1.6 to 1.8, Laughter Chef has established itself as a strong competitor in the comedy space. The show does exceptionally well on both television and OTT platforms,” she explained, adding that it caters to a wide audience, providing diverse content that keeps viewers engaged.
Pavithra mentioned that the variety of content offered by Colors, including dance shows and reality competitions, ensures that they meet different audience preferences.
“We’re always toying with multiple formats to bring a variety pack to the audience,” she added.
Advertiser Response for Bigg Boss Season-18
The advertiser response for Bigg Boss this season has been particularly encouraging, said Pavithra, who also indicated that many brands are keen to return based on last year’s successes.
Categories such as cosmetics, quick-service delivery, and automotive are especially active this year, with numerous brands eager to leverage the show’s popularity.
“Bigg Boss is currently the most attractive property for advertisers,” she asserted. “The integration solutions we offer are tailored to meet various marketing goals, ensuring that brands can effectively engage their target audiences,” she said.
Pavithra highlighted the significant interest from emerging sectors, particularly in the beauty and technology spaces.
“We’re seeing a lot of conversations in the cosmetic sector, and quick service delivery brands are buzzing as well. Mobile phone companies and small gadget brands are also eager to be part of the show,” she said.
Future outlook and festive season expectations
Looking ahead, Pavithra remains optimistic about the content direction and said that the anticipation surrounding Bigg Boss, combined with the fresh excitement of Laughter Chef, makes this festive season one to watch for both viewers and brands alike.
“The commitment to maintaining viewer engagement and offering solutions tailored to brand needs positions Bigg Boss as a frontrunner in the entertainment landscape, solidifying its status as a cultural phenomenon.
“In a world where content consumption is evolving rapidly, Bigg Boss remains a testament to the power of adaptability and creativity, ensuring it remains not just relevant but a frontrunner in the competitive entertainment space. Whether through innovative sponsorship strategies, engaging content, or robust advertising partnerships, Bigg Boss is set to capture hearts and drive significant revenue this festive season,” she said.
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