Hershey’s has found the sweet spot as an associate partner in the ongoing 16th season of Bigg Boss.
Hershey’s products have brightened the space with its sweetness by satiating the contestants’ sweet tooth, giving them enough and more reasons to celebrate and express their emotions.
The Hershey’s Kisses visicooler is located in the captain’s room and its ownership belongs to the house captain. The contestants use tactics to quell their cravings, keeping the captain happy.
Ankit Desai, Marketing Director, Hershey India, said, "Bigg Boss is one of the biggest reality shows in India and has achieved a cult status. We are thrilled about our partnership with Bigg Boss, and we feel it’s one of the best platforms to reach our audience. Hershey’s is all about building warm connections and celebrating togetherness and I am glad to see that our indulgent range of chocolates have struck a chord with contestants in the house. The partnership has helped us leverage the massive reach and popularity Bigg Boss enjoys among consumers.”
Pavithra KR - Head, Revenue, Colors, Viacom18, said, “Bigg Boss has reinforced itself as the no. 1 Non-fiction show in the general entertainment category by engaging with the audience every single day. The platform has continued to provide brands with innovative ways to integrate. The collaboration with Hershey’s kisses has helped the brand gain a sweet spot among its target audience through Bigg Boss. Especially, Abdu’s craving for chocolates and the drama around Hershey’s kisses chocolate station in the captain’s room has given numerous organic stories. Hence the brand became a part of the immersive experience of the show.”
The 16th Season of Bigg Boss is focused on offering a robust experience to brand partners through means of Engagement, Excitement and Entertainment. The idea is to assist the brands in creating a powerful and impactful narrative that has the potential to build a lasting connection with the audience through content present in multiple markets cutting across geo-social cross-sections in India.