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Bigg Boss 11 is back with commoners and a new theme, ‘Love Thy Neighbour’

Ad rates are 15 per cent more in the new season over last year. Appy Fizz is the presenting sponsor and Oppo Phones is the powered by sponsor. CP Plus has also strengthened its association with the property as it launches smartphones

(L-R) Deepak Dhar, Nadia Chauhan, Salman Khan, Yogesh B Dutta, Will Yang and Raj Nayak at the launch of Bigg Boss 11

Bigg Boss season 11 is back with Salman Khan and a new theme, ‘Love Thy Neighbour’, where commoners will again fight it out with celebrities for the winner’s trophy. The show will hit the screens on October 1 at 9pm and will be shown Monday-Friday at 10.30pm. One of the most expensive shows on television, the ad rates this year are at Rs3 lakh per 10-seconds slot, which is about 15 per cent more than the last season.

Appy Fizz is once again back as the presenting sponsor while Oppo Phones is the powered by sponsor. CP Plus has also strengthened its association with the property as it launches smartphones. The 105-episode series is undoubtedly one of the biggest shows on Indian television with the most expensive production and equally high ad-rates. Actor Salman Khan too is back on the show as not only the host but also the neighbourhood peacemaker.

Raj Nayak, COO, Viacom18, said, “Bigg Boss undoubtedly has a fandom like the Super Bowl of the West. After turning risk into a victory last season as the contrasting worlds of common man and celebrities created unparalleled content, the entertainment abode of Bigg Boss this season comes with an even bigger twist filled with indomitable ‘Gharwale’ and ‘Padosis’.”

He further added, “This year has been wonderful for Colors as we could treat our audience to some exemplary content; be it by presenting unique propositions like India Banega Manch and Rising Star or by accounting another successful season of Khatron Ke Khiladi. Here’s hoping that Bigg Boss will continue the trend and become a matter of neighbourhood gossip in every locality. We are happy to strengthen our partnership with Parle Agro’s Appy Fizz and Oppo Camera Phones for this season as the presenting and powered by sponsors respectively. With three main sponsors already on board, we are looking at about 3-4 more associate sponsors.”

The channel has also planned to be more aggressive in the marketing spends and innovations.

Talking about the association, Nadia Chauhan, Joint Managing Director and Chief Marketing Officer, Parle Agro said, “Bigg Boss, as a property, only seems to be getting bigger and better with every season. Our association has not only helped us to cement a significant market position but also to create several innovative brand propositions. We are looking forward to associating with Colors for yet another exciting season of Bigg Boss and reaching out to our target audience through compelling in-show integrations.”

Will Yang, Brand Director, Oppo India said, “Our journey with Colors has been very thrilling and this is our 4th year with 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 reach out to more audience which is Young and Fashionable as our brand”

Talking about the security of the Bigg Boss House, Yogesh B Dutta, COO, CP Plus, added, “CP Plus is excited to be an integral part of the Bigg Boss house by intelligently securing the show this time. This is our third consecutive year of participation with the reality show. We strongly believe that this association will not only add to the excitement of the viewers and inmates of house, but will also go a long way in intelligently highlighting the importance of security across all walks of life.”

Giving a deeper perspective on the upcoming season of Bigg Boss, Manisha Sharma, Programming Head, Colors, said, “Bigg Boss is a show that always creates ripples before it comes. Viewers live in anticipation throughout the year as to who’ll be the contestants. After the success of the last season with a common man taking the crown, this season we are adding another layer to the theme by giving the housemates ‘padosis’ for company. There are quite a few exciting and innovative elements getting added to the House this season, like an ‘aakhara’ and a ‘kalkothri’. Viewers will be thrilled to see the way these spaces are going to be used. You will also see Salman Khan in new avatar in terms of a host. For the first time ever, Salman will move around in the Bigg Boss neighbourhood and will be staying alongside the contestants.”

As the commoners and celebrities fight all odds and live together as neighbours for over 100 days, their lives will be filled with unique challenges and situations that will prove to be an entertainment bonanza. Only the determined and resilient will emerge victorious in this ultimate battle of Gharwale and Padosis.

Commenting on the format of the show, Deepak Dhar, Managing Director and CEO, Endemol Shine India, said, “Last season, we experimented with a new format and put the commoners and celebrities inside the Bigg Boss house, which created history. This season we will add another interesting spin to the drama with the introduction of a ‘Padosi’. The journey gets more fascinating this year when the contestants face unpredictable situations, which will add to the entertainment factor that the franchise is synonymous with.”

Colors has designed a robust 360-degree integrated marketing campaign to promote Bigg Boss across various platforms, including OOH, radio integrations and special tie-ups. In the digital medium, actor Gaurav Gera will don the hat of Pinky Padosan and give out inside gossip from the Bigg Boss house.

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