India’s preferred reality program Colors Bigg Boss has come a long way in its 15-year journey and has gone on to become an entertainment phenomenon on television. The popular television program’s 16th season has claimed the top spot in the non-fiction category. The show has played a crucial role in delivering an unprecedented dose of glamour by engrossing the audience with its interesting content and introducing dazzling new elements year after year. 127 million people watched the show on Colors, and 600 million people watched it on Voot within six weeks of its debut. For brands like Garnier Men that are seamlessly woven into the show, Big Boss has continued to be every season’s dynamic journey filled with celebrity-led action. Big Boss 16 quickly rose to the top of the non-fiction rankings with a 3 billion reach, 1 billion views, and 97% voice share on Colors Digital, making it one of the most well-known programs in the Hindi General Entertainment category.
Over the past 15 years, Big Boss has grown into a huge platform for brand collaboration that gives advertisers a fantastic platform to connect with their target audience. Through a variety of touchpoints, the sponsorships hope to give brands a chance to interact and work together. Garnier Men joined the program to create some memorable brand integrations as part of its 12-year-old successful partnership with Big Boss.
the current season. The physical strength-focused brand tasks have always been prioritized by Garnier Men. The brand is examining the wit and grit of the men of the house this season. Big Boss House catalyzes self-assured men with wit and grit, and Garnier embraces this with contextual moments in the house and active integrations that are sure to strengthen the brand’s point of view.
Anshuman Wanchu, General Manager of Garnier for L’Oréal India, commented on this affiliation by saying, “Garnier Men’s association with Big Boss has not only been enduring but also deeply rooted. Big Boss as an IP continues to push boundaries on both TV and digital platforms, and we’re proud to have been associated with it for more than 12 years. With Big Boss & Colors, we have been able to effectively reach the right audience as Garnier Men stands out as a brand that is constantly evolving.
“Our 12-year association with LOREAL speaks volumes of our successful partnership,” says Pavithra KR, Head, Revenue, Colors, Viacom18. TV relies on familiarity, and over the years, Loreal and Garnier’s presence has helped both brands build strong bonds of understanding and affinities. Over the years of our association, men in the BB house have interacted with and resonated with Garnier products and attributes. The men’s confidence and wit are also highlighted this year through effective storytelling, in addition to their physical strength.
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