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Licious sets up a ‘greed zone’ for Bigg Boss contestants on Colors

The show offers solutions for brands to connect with their target audience through various touch points like ad spots, task integrations, the caller of the week segment, special zones, and other branding opportunities

Bigg Boss Season 16’s associate sponsor- Licious has opened a ‘Licious Greed Zone’ in the house for the current season’s contestants to satiate their meat cravings.

Santosh Hegde, VP, Brand, Licious, said, “Our partnership with Bigg Boss is a huge pop culture moment for us! Our strategic and steadfast approach to making Licious offerings a part of the BB house has culminated in a breakthrough in the brand collaboration space, especially giving consumers and audiences the chance to vote for their Licious favourites and making them a part of this experience.”

“While our ready-to-eat range was at the heart of it, we are pumped to give the contestants a taste of our diverse portfolio which only goes to show how Licious caters to all types of cravings, both on-screen and off-screen,” he added.

Pavithra KR, Head- Revenue (Colors), Viacom18, said, “This year’s Bigg Boss saw a lot of excitement and food cravings, especially where meat was concerned. This opened up an opportunity where we felt that Licious, a D2C, farm-to-fork platform, found space in the Bigg Boss house. Hence the idea of a Licious Greed Zone germinated for the meat lovers in the house.”

She added, “We co-created a contest on the Licious app to drive audience engagement and give the viewers the “Power to Choose” from the Licious Menu. For the first time ever, viewers decided on the menu that goes inside the house keeping in mind the indulgences and cravings of the housemates. Hence the brand became a part of the narrative and added to the immersive experience of the show.”

Also, the top 3 lucky voters would also get a once-in-a-lifetime opportunity to ‘Meat and Greet Salman Khan!’

Viacom18 said, “Within six weeks of its launch, the show has attracted over 127 million views on Colors and 600 million views on Voot and has gained a massive reach of 3 billion along with 1 billion views and 97% share of voice on Colors digital as one of the marquee shows in Hindi GEC category.”

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