TALKING POINT
Raj Nayak, COO – Viacom18 talks about Bigg Boss’ return with actor Salman Khan as the host while sponsors - Appy Fizz, Oppo and CP Plus explain why the association with the reality show works wonders for them. Most of our renewals are between 12-15%: Raj Nayak Viacom18’s Hindi General Entertainment Channel Colors’ big ticket show Bigg Boss returns for its 11th season with actor Salman Khan back as the host for the eight time with the theme ‘Aaraha hai Bigg Boss gyara, padosi bajayenge barah!’. Raj Nayak, COO – Viacom18 talks about the host, reality shows and also the upcoming festive season On Being Celebrity Dependant Salman Khan appears only on Saturdays and Sundays on Bigg Boss. He is not there the rest of the week and the show still does well. Salman Khan has become synonymous with Bigg Boss over a period of time. He loves the show and we love him and this has worked for Bigg Boss. It is a win-win situation and we have continued with it. On the Reality Genre: The perception is that Colors bets too much on reality shows and spends too much money on it. However, we have fewer reality shows compared to other channels. Everybody is now doing reality shows and this has increased our costs. However, reality will co-exist with fiction as fiction is the staple diet while there is a different audience set that watches reality. On Ad rates Keeping the economy and other factors in mind, this year we’ve had to be very moderate and most of our renewals are between 12-15%. We have just managed to take care of all our inflations. On the Festive season and GST The festival season is looking very good. The situation is picking up post GST and September was better than August. October will be good, now what happens post October is anybody’s guess. Season after season, Bigg Boss has managed to garner the advertiser attention as it not just gets the eyeballs but also guarantees social media buzz and ample opportunities for integrations. For Bigg Boss 11, Appy Fizz and Oppo have returned as the presenting sponsor and the ‘powered by’ sponsor while CP Plus’ association is innovatively called ‘Intelligently secured by CP Plus’. NADIA CHAUHAN Joint Managing Director and Chief Marketing Officer - ParleAgro Last year was a fantastic year. It was our first year associating with Bigg Boss, and besides of course all the regular deliverables from an association, we had some really interesting integrations. This year, having experienced the entire season last year at such depth, it allowed for a lot more synergy and a lot more planning. We also got a lot more time to put together integrations and branding opportunities that are more impactful. A lot of subtle integrations have been woven in within the Bigg Boss house that are really good and you will see them all soon. Our association has really evolved also from the point of view of synergy between the two teams, allowing us to be able to get a lot more from the association. WILL YANG Brand Director, OPPO India We have had a good association with Colors and this is our fourth year of ‘Bigg Boss Powered By’ sponsorship. We have continued our association as the results have been tremendous and the recall amongst our target audience has been remarkable. We believe this year’s alliance will create more buzz and we will reach out to more audience that is ‘Young and Fashionable’ like our brand. We are looking to integrate our brand in a smarter way to make it more organic and natural and avoid any annoying display. YOGESH B DUTTA COO - CP PLUS This is our third consecutive year of participation with the reality show. Bigg Boss and CP Plus are made for each other. There is no other show better than this for us as it talks about reality and cameras – the benefits of the camera and how everyone’s life revolves around the camera. We were able to establish our punch line, ‘Upar wala sab dekh raha hai’ and now with the category evolving to the next level we are making a pitch that ‘upar wala action bhi leta hai’. People see CCTV as a dumb device and are unaware of the value proposition that the integrated features of the CCTV system provides.
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