ORN.com partners JioStar for Bigg Boss, Khatron Ke Khiladi and more

MUMBAI: The battle for the festive traveller is getting a prime-time makeover. ORN.com has joined hands with JioStar across its non-fiction entertainment slate, betting on the pull of television’s biggest shows to turn living-room attention into holiday bookings.

The multi-show association covers Bigg Boss in Hindi, Telugu and Kannada, stunt reality show Khatron Ke Khiladi and the upcoming prime-time quiz show India Ke Top 1%.

The timing is no accident. The weeks before Diwali and the year-end holidays are among India’s biggest travel-booking periods, making the festive television season a crowded but potentially valuable window for travel brands.

ORN.com is backing the on-air association with digital booking campaigns, festive holiday packages and interactive content linked to the shows. The strategy is designed to take audiences from entertainment and aspiration to actual travel consideration and bookings.

There is some hard data behind the bet. JioStar said the 2025 season of Bigg Boss delivered measurable business outcomes for brands, including a 4X increase in e-commerce searches, 1.5X sales uplift, 1.3X rise in consideration and 1.2X increase in purchase intent.

For ORN.com, the appeal also lies in the linguistic spread. Bigg Boss across Hindi, Telugu and Kannada gives the travel platform repeated exposure across major consumer markets and regional hubs, while Khatron Ke Khiladi and India Ke Top 1% add further reach during the festive period.

Vinay Gupta, Founder and Group CEO, ORN.com, said the company deliberately selected the shows because of their scale and their ability to generate conversations and aspiration during the country’s biggest travel-booking window.

The company’s pitch extends beyond selling holidays, with Gupta saying ORN.com is investing in technology, people and physical destination infrastructure to make travel “simpler, safer, and more dependable”.

JioStar’s Mahesh Shetty, Head – Entertainment Sales, TV, said the festive slate is designed around shared viewing, participation and consumer engagement, arguing that brands can use the shows to move audiences from awareness towards action.

The association comes as travel brands increasingly look beyond conventional advertising to connect entertainment consumption with measurable consumer behaviour. For ORN.com, the challenge will be turning prime-time visibility into something considerably less virtual: actual travellers and actual bookings.

With festive shopping, travel planning and television viewing all entering their peak season together, ORN.com is effectively hoping that when the credits roll, the booking confirmation follows.