Bigg Boss Kannada has always delivered beyond expectations: Parameshwar Bhat, Viacom18

Bhat, Business Head – Kannada Entertainment Cluster, Viacom18, spoke to us about the channel’s expectations from Bigg Boss Kannada Season 7, as well as marketing and promotional campaigns for the show

e4m by Neethu Mohan
Published: Oct 16, 2019 8:41 AM  | 3 min read
Parameshwar Bhat

Bigg Boss Kannada is back on the small screen to entertain viewers. COLORS Kannada has scaled up production and presentation of the show and the 7th season will witness an all-celebrity line-up from varying fields.

Parameshwar Bhat, Business Head – Kannada Entertainment Cluster, Viacom18, spoke to us about the channel’s expectations from Bigg Boss Kannada Season 7, as well as the marketing and promotional campaigns followed for the show.

Speaking about the show Bhat said, “Bigg Boss is a very anticipated property amongst the viewers, partners and advertisers alike. This season the excitement doubles up because we are bringing an all-celebrity cast and the show will be back on COLORS Kannada. Keeping in mind the festive occasion of Diwali, high points have been planned to surprise the viewers and keep them on the edge of their seats”.

Speaking on maintaining the channel’s viewership numbers in the coming days Bhat said, “Bigg Boss Kannada has always delivered beyond expectations to its viewers, season after season. Content planned for this season too is exciting and explosive. We have left no stone unturned for the show to deliver well and contribute further towards the reach of the channel. After the success of Kannadada Kotyadhipathi and fiction properties like Mangala Gowri Maduve and Nammane Yuvarani, Bigg Boss will certainly make a place for itself in the minds of viewers.”

Elaborating on the promotional campaigns used for Big Boss Season 7, Bhat said, “Reaching out to current and potential viewers of the show in every nook and corner of the Kannada market, the channel has kicked-off an extensive marketing and promotional campaign that combines strategic touchpoints including Outdoor, On-Air, On-Ground, Radio, Print and Digital. One will see a lot of ‘invasion’ and ‘intrusion’ by Bigg Boss on radio and news channels. An ‘invasion’ in the FM space, is when a regular show or RJ’s conversation will be suddenly interrupted by the voice of Bigg Boss commanding the listeners to tune into the show”.

He continued, “A similar ‘intrusion’ was planned on news channels at the pre-launch and launch day of Bigg Boss where while the newsreader reads out the day’s news, Bigg Boss’s voice piped in, commanding the viewers to tune into the show.

The campaign will also ensure that the Bigg Boss’ voice is heard all across town, across various touchpoints. Customised messages will be given out as commands at – theatres, malls, Big Bazaar outlets, bus stops etc. A specific target audience will get a call from Bigg Boss on their mobile phones asking them to tune into the show. An innovation will see the Android smartphone users come closer to Bigg Boss. A ‘notification’ will inform the user about a new message. A video/multimedia message will unfold informing the users to tune in to Bigg Boss on COLORS Kannada.”

“Along with the above we have also planned WhatsApp campaigns where Kiccha Sudeep will send out texts reinforcing that Bigg Boss 7 is playing on COLORS Kannada,” concluded Bhat.

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