Colors has rolled out a mega promotion drive for Season 7 of its show ‘Bigg Boss’. With the theme of the show revolving around the concept of ‘Heaven or Hell’ this time, Colors’ promo campaign imbibes the key message “the pleasure of heaven and the pain of hell”.
The first creative, which hit airwaves on Sunday, August 4, 2013 on Colors, features the show’s host, Salman Khan, coming out of the gates of hell and heaven in his devil and angel avatar, respectively. This teaser campaign will be followed by a series of promos unveiling over the next few weeks with Salman Khan in his double avatar.
The campaign will extend to print, radio, digital, mobile and BTL (below the line) platforms to launch the reality show.
The television campaign envisioned by Colors is brought to life by Orchard Advertising, in association with Prashant Issar of Tubelight Films. It consists of a series of different creatives with fun stories enacted by Salman on the theme of the show this season.
Speaking on the promo concept, Rajesh Iyer, Marketing Head, Colors said, “This season, ‘Bigg Boss’ will make sure that you get to see heaven and hell both saath-saath on ‘Bigg Boss Season 7’. The message is simple - pleasure or pain, both are inevitable and there is nothing to be taken for granted this season. The only thing that we can assure you is that ‘Bigg Boss 7’ is going to be a tumultuous, eventful and one ‘hell-of-a-crazy ride.”
Commenting on the creative thinking behind the promo concept, Hemant Kumar Sivan, Executive Creative Director, Orchard Advertising said, “An iconic reality show like ‘Bigg Boss’ faces a challenge every year to deliver something new and unique. This year is interesting too. We had the task of presenting ‘Bigg Boss’ in a way that raises the curiosity and interest levels amongst people. The next challenge was to present Salman Khan in a fresh manner. ‘Heaven and hell’, we thought, would be an apt way to do justice to both the challenges.”
He further said, “We worked with the simple truth of life that heaven and hell are of man’s own making. It all depends on how one deals with what life has to offer. While working on the concept of heaven and hell, we took inspiration from the mythological space and gave it a contemporary spin by articulating the pleasure of heaven with ‘Wow’ and the pain of hell with ‘Aao’.”