Will Bigg Boss contestants emerge as favourites for brands too?

#WeMissYouSid was among the top trends on Twitter with Siddharth Shukla being announced as the winner of Bigg Boss 13

e4m by Nafisa Shaheen
Updated: Feb 19, 2020 8:51 AM


Salman Khan Siddharth Shukla

While the curtains came down for the blockbuster Season 13 of Bigg Boss, #WeMissYouSid took over Twitter as social media users continued to express their adulation for Siddharth Shukla, the winner.

Meanwhile, partcipants Paras Chabra and Shehnaaz Gill have been brought together for another show “Mujhse Shaadi Karoge” on COLORS on popular demand. Asim Riaz has also been one of the most talked about participants of the 13th season for the past 5 months.

This brings us to the question of whether brands and producers will now bet on the popularity of these social media celebrities.

We spoke to industry experts about how the brand value of these faces have spiked and what could be in store for them next.

Sapangeet Rajwant, Head - Marketing and Digital – Hindi Mass Entertainment & Head of Brand Solutions - Viacom 18, said: “Bigg Boss has established itself as the largest reality entertainment show in India reaching 200 million+ viewers on TV and over 1.5 billion views on VOOT. The audience not just tuned in to watch the contestants on a daily basis but eventually become a part of their journey. The connect is so strong that it has built a huge fan base on social media contributing to trends and talkability.”

Rajwant further explained that with people spending more time on social media, TV and digital mediums have benefited from each other and this has further strengthened the brand value of the contestants.

“The user-generated hashtag #SidNaaz became a buzzword for the season and has also found its place in various episodes of the show. The hashtag #BiggBoss13 Finale trended worldwide on the finale night as fan clubs rooted for their favourite contestants. The Bigg Boss finale was among four trends worldwide and 20 trends in India. The show also enjoyed a 99% share of voice in the category owing to the popularity of the show and the buzz it generated. While predicting their future is like crystal ball gazing, the Bigg Boss contestants currently have a high brand recall and are on marketers' priority list,” Rajwant added.

Putting similar thoughts forward, Jagdeep Kapoor, Founder Chairman and Managing Director, Samsika Marketing Consultants, said: “The winners and runners-up are now easily recognisable by the audience, having seen them every day for 5 months. The whole process goes from unaware, to aware, to recognition, to recall. After recall, they get a call from brands for endorsements! My Brand Mantra ‘Joh Dikhta Hai, Woh Bikta Hai’ works here.

“There are three benefits. The client is able to get a familiar face for their brand at an extremely reasonable cost. The winners of Bigg Boss get a launch pad in the highly lucrative advertising industry as young brand ambassadors. And the audience is comfortable viewing a ‘Jana Pehchana’ (familiar) face. The brand value slowly goes up as more endorsements happen. If the media strategy is powerful with width and frequency, the brand sales and the new brand ambassador’s value goes up.

Sharing a different perspective, Azazul Haque, Chief Creative Officer, Mullen Lintas India, said: “Bigg Boss has a certain reach and a tremendous fan base. While the contestants of such shows do stay famous for a while, the brand value won’t last long if they don’t get picked up by other shows or entertainment platforms.”

Brand Guru Harish Bijoor also agrees that it will take some more time for a Bigg Boss winner to emerge as a brand endorser. “His or her memory is as long lasting as the current season,” he pointed out.

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