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
UP govt, HGS unit to skill one lakh youth in digital push
MoU targets jobs, training and future ready talent across state
MUMBAI: Government of Uttar Pradesh has joined hands with OneOTT Intertainment Limited, the broadband arm of Hinduja Global Solutions, to train one lakh youth, signalling a fresh push towards jobs in the digital economy.
The memorandum of understanding, signed with the Employment Department Uttar Pradesh, aims to bridge the gap between skills and industry needs while opening up employment pathways for young people across the state.
The agreement was formalised by principal secretary, labour and employment, M. K. Shanmugha Sundaram and whole-time director, Hinduja Global Solutions and MD and CEO, OneOTT Intertainment Limited, Vynsley Fernandes, in the presence of labour minister Anil Rajbhar.
Under the partnership, OneOTT Intertainment Limited will roll out training programmes, workshops and knowledge-sharing platforms designed to equip youth with skills aligned to a rapidly digitising economy. The initiative will also include research inputs, technical guidance and policy-level support to ensure effective execution.
Principal secretary, labour and employment, M. K. Shanmugha Sundaram, said, “This collaboration will help align skill development programmes with actual industry needs and prepare the youth of Uttar Pradesh for emerging opportunities in the digital services sector.”
Hinduja Global Solutions whole-time director, and OneOTT Intertainment Limited MD and CEO Vynsley Fernandes said, “India’s progress is closely linked to strengthening the capabilities of its young workforce. At HGS, we see skills evolving alongside technology, and partnerships like this help build a stronger digital ecosystem.”
The state government will facilitate coordination across departments and institutions, ensuring the programmes reach the right audiences and deliver measurable outcomes.
As digital infrastructure expands and technology reshapes job markets, initiatives like this are positioning skill development not just as training, but as a gateway to opportunity for the next generation.
