Asian Paints expands partnership with Bigg Boss across five regional markets

Asian Paints has announced a significant expansion of its association with the reality show Bigg Boss for the festive season. Scaling from three regional markets last year, Asian Paints has partnered across five distinct regional editions this season: Tamil, Telugu, Kannada, Malayalam, and Bangla.

The expanded association marks Asian Paints’ largest partnership with the multi-language property to date, underscoring a strategic push to deepen engagement with regional audiences across Southern and Eastern India during the high-demand festive period.

The narrative of Bigg Boss unfolds entirely inside a house, where the living environment plays a central role in everyday interactions and daily routines. This unique premise offers an organic platform for Asian Paints to integrate its home transformation philosophy directly into the storyline.

Commenting on the association, Mahesh Shetty, Head – Entertainment Sales, TV at JioStar, shares, “Bigg Boss continues to be an undisputed powerhouse in regional entertainment, commanding exceptional viewer engagement and cultural resonance across markets. For a brand like Asian Paints, where home design is central to its identity, the property provides an authentic, high-impact storytelling canvas. We are delighted to scale this partnership across five regional editions this festive season, demonstrating how JioStar's entertainment network delivers tailored, wide-reaching engagement for leading brands.”

Amit Syngle, Managing Director and CEO, Asian Paints Ltd., says, “At Asian Paints, our endeavour has always been to engage with consumers through experiences that are relevant, immersive and deeply woven into everyday life. Bigg Boss is one of India's most influential entertainment properties, and the home at its centre makes it a natural fit for our brand. Over the years, this association has enabled us to showcase how colour, design, and innovation can transform spaces while creating meaningful consumer engagement at scale.”

He adds, “As we expand our presence across five key regional editions this season spanning Tamil Nadu, Andhra Pradesh and Telangana, Karnataka, Kerala, and West Bengal, we are excited to connect with diverse audiences through culturally relevant storytelling and solutions tailored to local preferences. This partnership brings our vision of personalization and regionalization to life, strengthening our Beautiful Homes proposition and reinforcing our commitment to inspiring consumers to create homes that truly express who they are.”

The multi-language rollout enables Asian Paints to transition from standardised messaging to nuanced, culturally grounded consumer touchpoints. Operationally, the integration moves past standard brand visibility, showcasing the complete Asian Paints decor ecosystem. Viewers across all five regions will see direct integrations of the brand’s Beautiful Homes Painting Service, premium offerings such as Royale Glitz, and culturally inspired regional packs tailored to local sensibilities.