Brands
Bigg Boss in Southern India boosts brand metrics, reveals new research
Mumbai: Bigg Boss, is a cultural phenomenon in India and even more so in the Southern states. A recent study by Unomer Technologies has reinforced the reality of “All ad impressions aren’t equal” with the extraordinary jump witnessed in brand outcomes with exposure on Bigg Boss Tamil and Malayalam. The research examined brands across 19 different categories associated with the show, revealing a disproportionate elevation in top-of-mind awareness (57 per cent), consideration (26 per cent), and purchase intent (33 per cent) among core viewers compared to light viewers and non-viewers. The show continues to be a game-changer for brands, significantly enhancing brand disposition across sectors such as auto, BFSI, consumer durables, real estate, telecom, local retail, and the three major FMCG segments of food, home care, and personal care
Bigg Boss in Telugu, Tamil and Malayalam remains an exclusive marquee content that delivers an immersive and attentive ad experience to a vast and diverse audience. The show attracted over 50 sponsors and 200+ advertisers, and garnered an impressive 150 billion minutes of consumption, reaching a total audience of 170 million.
Unomer Technologies CEO Vinay Bapna weighed in on the research insights “Brands must seek ways to remain relevant to consumers, hence the choice of content they align with is crucial. The Tamil and Malayalam editions of Bigg Boss foster a deep emotional connection and empathy with the audience in their markets, which is maintained over time, offering brands a unique opportunity. Our data reveals significant improvements not only in brand awareness but also in down-the-funnel metrics like consideration and purchase intent among viewers, compared to those who didn’t watch the show.”
1.2 per cent lift in purchase intent towards brands among Bigg Boss viewer vs non-viewer.
The new season of Bigg Boss Telugu and Tamil commences from September 2024 on Star Maa and Star Vijay respectively. Disney Star head, entertainment ad sales & strategy Dev Shenoy stated, “Bigg Boss in Telugu, Tamil and Malayalam has demonstrated itself to be an exceptional content association for advertisers. Apart from large national brands, it is exciting to see regional brands experiencing remarkable growth in metrics across the funnel. We look forward to collaborating with brands across the spectrum for the upcoming season.”
Brands associated with Bigg Boss have echoed the show’s positive impact on their business. While commenting on the multi-year collaboration with Bigg Boss, Haier Appliances India president NS Satish said “Bigg Boss continues to be the most popular and captivating entertainment among Telugu and Tamil-speaking audiences. Its ability to attract millions of homes to watch together and a loyal fan base has great synergy with our target audience. For any brand looking to make a significant impact in AP & Telangana and Tamil Nadu, Bigg Boss is not just an advertising opportunity—it’s a catalyst for growth. We’ve found that leveraging Bigg Boss as a launch platform accelerates market penetration and consumer acceptance in multiple ways.”
Jos Alukkas MD John Alukka shared his experience, “We’re thrilled with our association on Telugu TV’s biggest reality show, which has significantly boosted our brand’s presence and reputation. The increased footfall in our stores underscores the show’s wide popularity among our audience, contributing to our sales growth and brand recognition.”
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi said, “We are excited to launch India’s first sunscreen with hydroactivated technology which is our most innovative product launch. This isn’t just a sunscreen; it’s a technological breakthrough that utilises a novel manufacturing process. We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The hydroactivated sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
