High octane campaign for Bigg Boss-5 launch

A 360-degree marketing approach promoted the show, across television, print, radio and outdoor

BestMediaInfo Bureau | Delhi | October 3, 2011

To create the maximum buzz about the fifth season of its flagship show Bigg Boss hosted by the original 'brats of bollywood' – Salman Khan and Sanjay Dutt - COLORS had planned high octane campaign around the launch. Bigg Boss 5 was launched on Sunday, October 2, 2011 at 8 pm with aggressive marketing plans which was designed to create high impact and scale across major media platform. The channel followed a 360-degree marketing approach to promote the show, across television, print, radio and outdoor.

COLORS kick-started its on-air initiative with a series of innovative and eye catching promos featuring Sanjay Dutt and Salman Khan and also released a special music video with both the hosts to create hype and excitement around the show. The music video is being played across various platforms.

To create high impact on radio, COLORS tied –up with Big FM and other key FM stations.

The outdoor campaign includes two-week activity covering 20 cities with 1mn+ population across India. As part of the print initiative, it had bought advertising space in almost 100 editions of 50 publications across the country.

Speaking on the innovative marketing initiatives, Rajesh Iyer, Associate Vice President – Marketing, COLORS said, “We had focused approach to reach the relevant audience. Besides TV, Print and outdoor campaign, we emphasized on various engagement and activation programs. Like in Delhi and Mumbai, we had partnered with Big FM for a unique mall activation where we created Bigg Boss house where people got the real experience of Bigg Boss house.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com