Innovative marketing for Bigg Boss

Innovative marketing for Bigg Boss 

Bigg Boss, Sony TV's latest hit reality TV show will be marketed and promoted through new and unique marketing techniques. Sony plan to have a combination of print, outdoor, television and other mediums to also promote the show, which is already taking India by storm.

An adaptation of the international version of Big Brother, Bigg Boss's premise is simple. Various TV, sports and film personalities from within Indian entertainment have been hand picked to participate in Bigg Boss. With a target audience of almost 500m across the Indian sub-continent, the channel and the producers are hoping for a mega launch event with the contestants arriving at the house in Rolls Royce's and helicopters.

Elaborating on the marketing strategy, Aseem Kapoor, Senior VP-Marketing, Sony TV, said, "We are looking at a three-phased marketing strategy for promoting this show. In the first stage, which is already on, we are trying to establish relationships with the viewers. In the second stage, we will have many innovative techniques involving print and outdoor mediums to promote the show, while the final stage will involve the unveiling of celebrities roped in for the show."

Albert Almeida, EVP and Business Head of SET, said, "We are planning to install cameras at stations and other public walls, which will then be broadcast live on video walls set up around the place. This will create a buzz about the 'Bigg Boss's presence all around."

The hugely popular Arshad Warsi will be the perfect host to anchor the series. With his quirky personality and witty sense of humour, Warsi is hoping to bring his own X Factor in making the Bigg Boss contest the exciting and electrifying series it's all set to be.