Recently, Zomato’s CEO Deepinder Goyal claimed that Swiggy, their main competitor, effectively “kicked him out” of Shark Tank India Season 4; due to a sponsorship deal between Swiggy and the show. Goyal, who had been a judge in the previous season, was forced to exit as Swiggy became a key sponsor, with a new deal reportedly valued at INR 25 crore. This incident underscores the fiercely competitive nature of brand sponsorships on high-profile platforms like reality TV shows.
“Coke vs Pepsi, Mac vs PC (IBM), and Swiggy vs Zomato are stories of duopoly. Therefore, any interaction between them becomes sensational for people, and makes for news that travels and provides earned eyeballs. Swiggy’s sponsorship of Shark Tank with a condition to move Deepinder Goyal out of the show has to be seen from the lens of the long-awaited IPO that Swiggy has on the cards,” opines Suraja Kishore, CEO, BBDO India. He goes on to add that, “We are living in a highly polarised world; within a family itself there are different religious and political views; therefore, being associated with any show must not come at the cost of progressive narratives of diversity, inclusivity, and equality that brands should champion.”
“I view this from two angles. First, from the competitive landscape, where brands constantly battle for the prime spot—ambush advertising is part of the game. From that perspective, Swiggy’s move was a strategic one. On the flip side, it raises ethical concerns for other sharks and the audience, questioning the show’s integrity. While the rivalry has affected perceptions, it’s hard to gauge the impact on viewership just yet. What happened to Deepinder could happen to any shark. It’s on the producers to ensure transparent, well-considered deals, disclosing potential conflicts, such as sponsor-linked judge seats. In case of disputes, brands should stay neutral, transparent, and prioritise an ethically sound narrative,” shares Anadi Sah, NCD, Founding Partner & Chief Innovation Officer, tgthr.
DO LONG-STANDING PARTNERSHIPS STILL WORK?
In the past, we have seen some of the most iconic sponsorship pairings that have become synonymous with the shows they supported. A few great examples include Vivo IPL until Tata’s takeover - the Indian Premier League not only became the biggest cricket league but also established Vivo as a household name across the country; Binaca Geetmala, an unforgettable example from the past, defined Indian musical tastes and catapulted Binaca toothpaste to fame through its association with the beloved Geetmala; and the long-standing partnership between Manikchand and Filmfare Awards, which made this event a symbol of glamour, style, and achievement, extending the brand’s cultural reach far beyond its product offerings.
“As brand sponsorship evolves, it’s not just about visibility; it’s about creating deep, cross-platform engagement that resonates with today’s audiences,” shares Mahesh Shetty, Head-Network Sales, Viacom18, while adding that Viacom18 focuses on seamlessly integrating brands into their content, and Bigg Boss serves as a prime example, offering a unique opportunity for sponsors to connect with viewers across TV, OTT, and social media. “Our brand integrations have proven successful for partners like Glance, Ching’s, MakeMyTrip which have thrived through creative in-show integrations that enhance brand recall via engaging tasks and challenges. This season, new categories like Bella Vita perfumes have recognised the value of joining Bigg Boss, leveraging the show’s massive reach to engage consumers effectively. Our focus is to keep sponsorships fresh and relevant while delivering high impact for our partners,” he adds further.
“There are multiple partners who have a long-standing association with our top shows that helped them reach millions of audiences in the most immersive way possible and establish their brands,” says Ashish Sehgal, Chief Growth Officer -Ad Sales, Zee Entertainment Enterprises Ltd. “Maruti Suzuki is one brand that comes to my mind immediately. We have worked closely together for more than a decade now, especially on Sa Re Ga Ma Pa and Zee Cine Awards, where our teams have ideated many industry-first initiatives to promote the brand Maruti, and we have co-created some wonderful content. This helped them stand out in the clutter while forming authentic and long-lasting connections with their consumers. Maruti and Zee share the same ethos, and our partnership is a testament to our continued commitment to excellence and synergy of our brand values,” he adds.
“Long-standing sponsorship existed in times when heroes and narratives had long shelf lives; the mystique and charm of Ameen Sayani hosting Binaca Geetmala is rare to exist for decades in the transient world of moment marketing where the dopamine-hungry people want new stimulation every second,” Kishore reminisces.
Sah believes that today we live in a world where there is too much content consumed on multiple screens by always-connected audiences who have a generational divide. He explains, “With the existence of all these variables, picking the right content for partnership can be difficult. The old partnerships hence teach us the importance of longevity, relevance, and timing. They are iconic because of commitment, audience relevance, and a strong brand-event fit. Binaca Geetmala was synonymous with music for years. Similarly, the Filmfare Awards made Manikchand tap into Bollywood’s glamour, while Vivo’s IPL sponsorship introduced a tech brand to a cricket-loving audience, amplifying its reach. Today’s sponsorship strategies that are built on the brand’s pursuit of instant results, non-committal & fragmented approach, do not allow for such strong, culturally relevant, and memorable sponsorships.”
ASSOCIATIING WITH THE RIGHT SHOW
Today, it’s become even more essential for brands to associate with the right shows, TV properties, or events. Sponsorship deals can make or break a brand’s perception, and being part of a high-visibility show can help brands reach millions, ensuring long-lasting recall. However, if brands don’t align with the right property, they risk appearing out of touch or missing out on crucial audience engagement.
“Unlike earlier times, today’s audiences are highly segmented across platforms, making strategic investments in IPs essential to breaking through the clutter. Title sponsorship in sports stands out as a uniquely powerful tool for brands, offering broad, nationwide reach, while building trust and prestige. Be it Amul or Jindal Panther on Cricket Live or Vivo on PKL, title sponsorship has resulted in tremendous growth in brand proposition while allowing them to expand their national footprint and boost their market presence. Brands benefit the most out of their association when it is sustained for the long-term as it is crucial for creating strong brand connections and synonymity,” explains Shubhra Saraf Sethi, Head - Product, Revenue Strategy & Customer Marketing – Sports, Disney Star, while adding that another factor that improves sponsorship effectiveness is seamless brand integration where the brand story is stitched into the content itself, evoking strong brand love and connection.
“As audience preferences evolve, there is a clear shift towards more digital engagement, with a focus on interactive elements such as viewer participation. Short-term sponsorships can also offer flexibility, especially when paired with consumer or trade gratifications. Content that can be repurposed for digital promotion is becoming increasingly valuable. Established shows, such as Bigg Boss, continue to offer long-term benefits as they allow for deeper brand integration and association over time. However, many brands today are also open to experimenting with fresh, exciting formats like Shark Tank India, which offer new opportunities to connect with audiences,” explains Dhruv Jha, Co-Head, Mediabrands Content Studio (MBCS) India.
In the 1990s, Parle struggled to gain traction in Tamil Nadu. To boost brand awareness, they ran a special campaign where children could meet Mukesh Khanna, the actor who played the role of Shaktimaan and was Parle G’s brand ambassador. Despite the lack of internet at the time, the campaign attracted over one lakh people, eager to meet their hero. As a result, Parle G’s sales in the region surged from just 50 tonnes to 2,000 tonnes per month, showcasing the immense power of sponsorships tied to popular shows and characters.
Speaking about the Shaktimaan collaboration, Krishnarao Buddha, Senior Category Head, Parle Products Pvt Ltd., states, “There’s been a significant shift since the time we used to subscribe to programs like Shaktimaan. The media landscape has changed dramatically. Back then, we had only one or two channels, like Doordarshan, and advertising on major properties like Ramayan, Mahabharat, or Shaktimaan guaranteed visibility. It was much simpler. Now, due to the fragmentation of the media landscape, with over 900 channels and multiple platforms, it’s far more challenging for marketers. Viewership has splintered across channels, OTT platforms, and even social media, further complicating how and where to place advertisements. As consumers migrate from TV to connected TV or mobile, the competition for attention has increased. Even platforms like WhatsApp compete with traditional TV channels for viewer time, making it difficult to compare today’s tentpole events like Bigg Boss to those from 25 years ago.”
The future of sponsorships is changing with the rise of digital platforms, influencer collaborations, and content-driven strategies. With OTT platforms, digital shows, and reality series in the picture, sponsorships are no longer just about traditional TV or radio. Brands are shifting toward more integrated, meaningful partnerships that offer sustained audience engagement and value alignment.
