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
Magellanic Cloud names Syed Ameeruddin CEO of e-surveillance arm
Keeping a sharper eye on the future, Magellanic Cloud is putting a seasoned watcher in charge.
MUMBAI – Magellanic Cloud Ltd. has elevated Syed Ameeruddin as Chief Executive Officer of its e-surveillance business, bringing its iVIS and Provigil operations under a unified leadership to accelerate growth in intelligent monitoring and infrastructure solutions.
Ameeruddin, a nearly two-decade veteran of the company, steps into the role after leading the e-surveillance vertical. His career trajectory—from Business Development Manager to the top of the vertical—reflects a steady climb built on operational depth, client engagement, and strategic execution across multiple subsidiaries.
Over the years, he has played a central role in expanding the company’s footprint, strengthening client relationships, and streamlining operations. He has also been instrumental in integrating acquisitions, helping align new businesses with Magellanic Cloud’s long-term strategy while stabilising performance across diverse domains.
More recently, Ameeruddin has contributed to securing key mandates spanning railways, the National Highways Authority of India, and the BFSI sector—wins that have bolstered the company’s order book and deepened its presence in critical infrastructure.
Commenting on the move, Joseph Sudheer Thumma said Ameeruddin’s leadership has been “pivotal in shaping the e-surveillance business,” citing his ability to drive growth, build teams, and deliver strategic wins as key to the company’s journey. His elevation, Thumma added, is expected to further accelerate expansion in AI-driven surveillance and infrastructure solutions.
The transition comes as demand surges for AI-enabled monitoring, centralised command systems, and large-scale deployments across mission-critical environments. Magellanic Cloud’s e-surveillance segment—anchored by iVIS and Provigil—has emerged as a significant growth engine, delivering projects across banking, transport, highways, and public infrastructure.
In his new role, Ameeruddin will focus on scaling platform capabilities, expanding deployments in complex environments, and developing integrated solutions that enhance real-time intelligence and operational resilience. He will continue to serve as Chief Operating Officer of the company alongside his new responsibilities.
With this leadership shift, Magellanic Cloud is doubling down on its ambition to stay ahead in India’s rapidly evolving surveillance ecosystem—where seeing, increasingly, is not just believing, but predicting.
