Bigg Boss 2026 expands to six languages with over 95 sponsors

MUMBAI: The Bigg Boss house is getting a lot more crowded this festive season, not just with contestants, but with brands. The franchise enters its 2026 season with six editions across six languages, backed by more than 95 sponsors across the JioStar Network and JioHotstar.

The editions span Hindi, Bangla, Tamil, Telugu, Kannada and Malayalam, with some of Indian television’s biggest names at the helm: Salman Khan in Hindi, Sourav Ganguly in Bangla, Vijay Sethupathi in Tamil, Nagarjuna in Telugu, Kiccha Sudeep in Kannada and Mohanlal in Malayalam.

For the first time in the franchise’s history, all six editions are coming together across India, giving advertisers a way to think national while still speaking the language of each market.

The commercial interest is evident in the mix of brands signing up across multiple editions. National names including HUL, Britannia, Asian Paints, Maruti Suzuki India, Godrej Consumer Products, Hero MotoCorp and Mondelez are present across markets. Ai+ Nova Smartphone, Star Health Insurance, Arvind Labs, Danube Properties, Haier, Opella Healthcare, ORN.com and Kamla Pasand Pan Masala are also using the franchise across editions.

But the bigger shift is happening among new advertisers. In the southern markets, more than 50 per cent of advertiser participation comes from first-time advertisers, with around 30 per cent of spends coming from local advertisers. In the Hindi market, 70 per cent of advertisers are first-time associations with the franchise.

The numbers behind the franchise help explain the rush. In 2025, Bigg Boss recorded a reach of more than 500 million, generated 438 billion-plus viewing minutes and saw engagement grow 47 per cent year on year across its six language editions.

That scale is now being stretched across both television and digital viewing. Bhaskar Ramesh, Head – Entertainment Sales, Digital, JioStar, said streaming has turned entertainment into a shared experience, with audiences watching, debating and voting around the show rather than simply consuming it.

The main seasons are arriving in a staggered festive rollout. Bigg Boss Bangla launched on August 30, while Bigg Boss Hindi Season 20 and the four southern editions premiere on September 6. The franchise’s pre-show build-up has already included Common Man in Tamil, Agnipareeksha in Malayalam, Agnipariksha in Telugu and Agniparikshe in Kannada.

The advertiser roster varies significantly by market. Hindi Season 20 features brands such as Vaseline, Ai+ Nova Smartphone, Bajaj Mixer Grinder, Danube Properties, Rajshree Flavoured Elaichi, Flipkart, Dulcoflex Liquid, The Derma Co, Swiss Beauty, ORN.com, Snabbit, Gillette Venus, Proease XXL, Godrej AER Matic, Lakmé Peach Milk, SKORE, Haier, Close-Up, Hindware Italian Collection and Supersox.

Bangla Season 1 includes Asian Paints, Everyuth Tan, Hero Xoom, Britannia Marie Gold, Colgate Strong, Fortune Soya, Comfort, Dollar, Maruti Suzuki, Kamla Pasand Pan Masala, Mankind, Dulcoflex, Oshea Herbal, Dazller Eterna, Godrej AER Matic and Star Health.

Tamil Season 10 brings together Darling Digital, Asian Paints, Rin, Pears, 5 Star, Britannia Milk Bikis, Ai+ Nova Smartphone, Colgate, Maruti Suzuki, Jos Alukkas, TTK Prestige, Max Gold, Kajaria Ceramics, Continental Coffee, 1 to 3 Noodles, Milky Mist Asal, Bakers Masala, Anil Foods, CP Plus, Ramraj Textiles, Ashwin Sweets, MYK Laticrete, Opella Healthcare, Dazzler Cosmetics, Aroma Ghee, Haier, India Gate Basmati Rice, Denver, Star Health Insurance and Simta Astrix Doors & Windows.

Telugu Season 10 features White Gold, Maruti Suzuki, Asian Paints, Amazon.in, PhonePe, Danube Properties, Coca-Cola India, Colgate, Vijay Sales, Gold Drop Refined Sunflower Oil, Ai+ Nova Smartphone, Kamla Pasand Pan Masala, TDH Foods, Sastry Balm, Walkaroo, ORN.com, Ramraj Mrithu Towels, Dazller, Kajaria, Nilkamal Sleep, Haier India, Star Health Insurance, Dulcoflex Liquid and Cadbury 5Star.

Kannada Season 13 has advertisers including Ashwasurya Realities, White Gold, Nivea Soft Gel, Asian Paints, Gold on PhonePe, Hero Xoom, Continental Xtra Instant South Blend, Maruti Suzuki, EcoPlanet Elevators, Ramesh Textiles, Walkmate, Sudarshan Silks, IHP Iyengar, 1 to 3 Noodles, Sparsh Masala, KT Special Tea, Shree Sai Gold Palace, Sunpure, FirstClub, Ai+ Nova Smartphone, Kamla Pasand Pan Masala, Jeeni Slim, Dazller, Ramraj Mrithu Towels, Dulcoflex Liquid, ORN.com, Vijay Sales, Cera Sanitaryware, Amrutanjan, Simta Astrix and Star Health Insurance.

Malayalam Season 8 includes MyG, White Gold, Maruti Suzuki, Danube Properties, Asian Paints, Manash Lifestyle (Purplle), Exo, Regal Jewellers, MYK Laticrete, Avaada Solar, Dazller, CP Plus, Dulcoflex Liquid, K P Namboodiri and Cera.

The pre-shows are also carrying their own commercial line-ups. Agnipariksha – Telugu has White Gold, PhonePe, Danube Properties, Gold Drop, GV Mall, TDH Foods, Dazzler, Sastry Balm and Lays. Agniparikshe – Kannada features Ashwasurya Realities, White Gold, PhonePe, Minister White, EcoPlanet Elevators, Continental Xtra Instant South Blend, Ramesh Textiles, Sparsh Masala, GRS Fantasy Park, Shashi Soaps, Sunpure, Walkmate, 1 to 3 Noodles, Dazller and Lays.

Common Man – Tamil carries Darling Digital, Dazller, Continental Xtra Instant South Blend, 1 to 3 Noodles and Bakers Masala, while Agnipareeksha – Malayalam has MyG, White Gold, Danube Properties, Dazller, Classic Legend, Regal Jewellers, Harpic, Pothys, Kerala Matrimony and CP Plus.

Mahesh Shetty, Head – Entertainment Sales TV, JioStar, said the franchise’s strength lies in combining national scale with the cultural relevance of individual markets. He noted that close to 100 sponsors have come on board across the six editions, including both long-standing partners and new advertisers.

The scale is particularly useful for brands trying to avoid the one-size-fits-all approach to national advertising. A single franchise can deliver broad reach while allowing campaigns to be adapted to different languages, markets and cultural contexts.

Owned and produced by Banijay Asia and EndemolShine India, Bigg Boss is therefore heading into the festive season with a sizeable commercial house party of its own: six editions, six languages, more than 95 sponsors and a 2025 audience reach of over 500 million.

Bigg Boss Sponsors across markets: