One of the hottest properties for Colors, ‘Bigg Boss’ is back, and the channel is once again leaving no stone unturned to ensure that the property’s fifth season attracts maximum buzz in launch week. The mass media campaign begins with a heavy on-air push of a 1200 GRP television campaign.
The channel took the show a notch up, when unlike the previous years, two hosts were signed for the show – Salman Khan and Sanjay Dutt. The combination has already created a certain set of expectations amongst the audience. While this could turn to be the show’s strength this season, it also presented a marketing challenge, as for the first time, Colors had two hosts to promote for the show. Rajesh Iyer, Associate Vice President, Marketing, Colors, observed, “It was a challenge, but it made it easier also because these are the so-called original brats of Bollywood and there are certain similarities to their personalities -- it truly turned out to be a very powerful combination.”
Apart from on-air promos, Colors also created a music video featuring the two hosts. The channel had signed director Rohit Shetty for crafting the on-air promos and the music video.
“While Rohit Shetty is one of the most established directors, who has given half a dozen back-to-back hits in recent times, one of the biggest reasons why we had approached him was because it was important to bring out the chemistry between these two actors, and Rohit was perhaps one of the best names to achieve that. We have created 10 promos for the show, in fact,” informed Iyer.
The promos were taken outside of Viacom18 network to a spread of almost 25 channels. Colors took spots in genres including music, news and regional. The music video that had premiered on Colors’ digital offering too was subsequently taken to other platforms. The channel even created a dandia mix of the video to capitalise on the on-going Navratri celebrations. “It’s a true high octane launch, and the music video has been received well,” said Iyer.
The channel also made a graphical waterfall in Juhu in Mumbai that aired the music video. The outdoor plan was taken to 20 cities across Hindi speaking markets, which included various OOH elements such as billboards, hoardings and bus and auto ads, among others.
An extensive print campaign broke on October 2, 2011, where ‘Bigg Boss’ tune in was advertised across 100 editions in 50 markets.
To tap the radio listeners, Colors partnered with Big FM in a significant way. The channel also created a ‘Bigg Boss’ house environment and “locked” five RJs in a mall, both in Mumbai and Delhi, for a day and the RJs aired from there.
The gimmick quotient was also seen in theatres in Mumbai, when before the National Anthem, an instruction to stand was given by the Bigg Boss. The channel also used the digital platform to promote the show across social media with vehicles like Facebook, Twitter and YouTube.
All off-air elements are planned to continue for a week into the launch, while the on-air push would be seen for the duration of the show for this season.
Iyer summarised, “This is our marquee event and we are going all out to partner with various stakeholders to ensure we get maximum attention for the show.”
Iyer admitted that the marketing budget this year was slightly more elaborate than what was seen in previous years, but such is the expectation from the show as well. With Sony Entertainment Television taking the No. 2 spot for two weeks in a row, Colors sure would work on various attempts to not only reclaim the spot, but also minimise distance with leader Star Plus.