Bigg Boss is a cultural phenomenon in India and even more so in the Southern states. A recent study by Unomer Technologies has reinforced the reality of “All ad impressions aren’t equal” with the extraordinary jump witnessed in brand outcomes with exposure on Bigg Boss Tamil and Malayalam.
It computed the brands across 19 categories related to the show and found that, for core viewers, there was an disproportionately more top-of-mind awareness, consideration, and purchase intent when matched against light viewers and non-viewers. The program is definitely a game-changer when it comes to making a difference for brands, especially in elevating brand disposition tremendously across Auto, BFSI, Consumer Durables, Real Estate, Telecom, Local Retail, and the three big FMCG categories of Food, Home Care, and Personal Care.
Bigg Boss in Telugu, Tamil, and Malayalam is the exclusive marquee content that will help deliver an immersive and attentive ad experience to such a large and diverse audience. It garnered over 50 sponsors and 200+ advertisers while consuming 150 billion minutes, reaching 170 million overall audiences.
Bigg Boss—’big entertainer’ for brands in Southern India: New research by Unomer Technologies
According to Vinay Bapna, CEO of Unomer Technologies, “Brands must seek ways in which they remain relevant to consumers, hence the choice of content they align with is very important. The Tamil and Malayalam editions of Bigg Boss foster deep emotional connect and empathy with the audience in their markets, which is maintained over time. This provides a unique opportunity to brands.”. “Our data shows major uplifts not only in brand awareness but also in lower-funnel metrics, such as consideration and purchase intent among viewers versus non-viewers.”
The new season of Bigg Boss Telugu and Tamil is going to start from September 2024 on Star Maa and Star Vijay respectively.
“Bigg Boss in Telugu, Tamil and Malayalam has established itself as truly exceptional content association for any advertiser,” said Dev Shenoy, head of entertainment, ad sales and strategy at Disney Star. “Apart from large national brands, it’s exciting to see regional brands really harness some significant growth across metrics along the funnel. We always look forward to meaningful collaboration with brands across the spectrum for the season to come.”
Bigg Boss is a ‘big entertainer’ for brands in Southern India: New research by Unomer Technologies
Brands associated with Bigg Boss have echoed the show’s positive impact on their business. While commenting on the multi-year collaboration with Bigg Boss, NS Satish, president, Haier Appliances India said, “Bigg Boss continues to be the most popular and captivating entertainment among Telugu and Tamil speaking audiences”. Its ability to attract millions of homes viewing together is a loyal fan base that also has excellent synergy with our target audience. For any brand that looks to make a significant impact in AP & Telangana and Tamil Nadu, Bigg Boss is not just an advertising opportunity; it’s a catalyst for growth. We have found that leveraging Bigg Boss as a launch platform accelerates market penetration and consumer acceptance in multiple ways.”
Mr. John Alukka, Managing Director of Jos Alukkas, says, “We are highly elated to be associated with this show – the biggest reality show in Telugu TV – that provided utmost visibility and credibility to our brand. The rise in footfalls within our showrooms proves that the show has phenomenal reach amongst our target group and supports sales and brand recognition.”.
