The internet was set abuzz with a viral image of Salman Khan fans lining up outside his home, eagerly requesting entry into the Bigg Boss house. As the image gained momentum across social media channels, Youngun, a new age integrated marketing agency, spotted a potential trend and pitched a campaign to MakeMyTrip.
As a part of the campaign, Salman Khan in association with MakeMyTrip, addressed fans’ pleas and in a groundbreaking move, welcomed ‘aam janta’ into the Bigg Boss house! 15 lucky participants who would be entering the house were selected through a contest organized by MakeMyTrip in collaboration with Colors TV.
Saksham Jadon, Founder, and CEO at Youngun said, ‘Brands doing things for people’ is a rare sight in the Indian advertising scene, we always wanted to do an integrated marketing campaign around a real-life event. Since we crafted this campaign on top of a fan moment, it really helped us connect much more deeply with the Bigg Boss Fans and the numbers/impact shows!
Aman Hussain, Creative Head at Youngun said, “Right from day one, we knew this campaign is going to be iconic. The last one month was no less than a roller coaster ride with multiple brainstorming sessions, last-minute changes, and a lot of ‘iss idea ko aur crazy kaise karein yaar’. Thanks to Salman bhai for saying the words we wrote and the MakeMyTrip team for allowing us to do what we do best.”
Ashish Kanojia, Creative Lead at Youngun said, “We saw immense traction around the campaign on social and really feel Bigg Boss has developed its own cult over the decades and it clearly reflects when we saw the excitement in the comment section. Coming up with ‘Bigg Boss Chahte hai’ billboard Ideas was the true highlight for me in this campaign.”
With the objective of breaking platform barriers, these contests were popularized through a series of intriguing and funny billboards, capturing the attention of the citizens at the right time and turn.
The 15 lucky participants will be entering the house for the final showdown of the Grand Finale.
Youngun’s journey from an internet image to a strategic campaign showcases the power of creativity in turning unique moments into extraordinary experiences. MakeMyTrip’s ‘Bigg Boss Chahte Hai’ campaign, created a memorable experience for Bigg Boss fans, reiterating the brand’s commitment towards consumer satisfaction.
