Brands
myTrident Partners with Bigg Boss Season 18 for home textile collaboration
Mumbai: myTrident, the home décor and luxury textiles, makes history by partnering with one of India’s most iconic reality shows, Bigg Boss Season 18, as the official home décor partner. In a groundbreaking collaboration, myTrident’s exclusive range of luxury bedding, and home textiles will elevate the entire décor of the Bigg Boss house, adding an unmatched level of sophistication and style.
For the first time, Bigg Boss has collaborated with a home textile brand, allowing myTrident to take centre stage in transforming the interiors of the house. The brand’s signature offerings—ranging from plush bedding to luxurious terry towels—will not only be displayed prominently but will also be integrated into the daily lives of the contestants. With a dedicated premium queen-sized bed and other key installations, myTrident’s influence will be felt in every corner, giving viewers a taste of the ultimate in-home décor luxury.
Setting a New Standard in Reality TV Décor
This association marks a pivotal moment for myTrident, as it steps into the spotlight during India’s most-watched reality show. By aligning with Bigg Boss, a powerhouse in pop culture and entertainment, myTrident positions itself to captivate millions of households, making an impression just in time for the festive season.
“We are beyond excited to partner with Bigg Boss for the first time,” said Neha Gupta Bector, Chairperson of myTrident. “As a brand rooted in luxury and comfort, this collaboration allows us to highlight how our premium home décor collection can elevate any space. The Bigg Boss house serves as the perfect canvas to highlight the elegance and sophistication our products bring, inspiring viewers across India.”
An Immersive Experience Beyond the Screen
myTrident’s presence in Bigg Boss goes beyond aesthetics. Contestants will experience the brand’s luxurious terry towels and bedding every day, while audiences at home witness how these products can transform the look and feel of a space. This immersive product integration will be further amplified through strategic TV commercials and digital activations, making the brand’s ethos of comfort and sophistication a consistent part of the viewing experience.
Pavitra KR, Revenue Head, Colors (Viacom18), shared, “Bigg Boss is at the heart of India’s entertainment ecosystem, setting trends and creating cultural moments. Its expansive reach and presence across television, digital, and social platforms ensures that our partner brands achieve exceptional visibility and interaction with diverse consumer groups. Through our innovative brand placements, we naturally integrate partners into the narrative of the show, significantly boosting brand prominence. We’re excited to welcome myTrident as our first home décor partner, marking a significant milestone as they bring their luxury textile range to the Bigg Boss house, transforming its interiors and enriching the contestants’ living spaces.”
As the season unfolds, myTrident’s products will serve as a visual focal point in the Bigg Boss house, enhancing not only the living environment for the contestants but also creating aspirational décor ideas for millions of viewers.
Brands
ZEEL transfers syndication business, invests Rs 505 crore in IP push
Restructuring, stake buy and FCCB moves signal sharper content strategy
MUMBAI: In the content economy, owning the story is half the battle monetising it is the real game, and Zee Entertainment Enterprises is doubling down on both. The company has approved the transfer of its syndication and content licensing business to its wholly owned subsidiary ZI-IPR Enterprises, alongside an investment of Rs 505 crore aimed at strengthening its play in content intellectual property (IP) acquisition, management and monetisation. The move, effective April 1, 2026, will see the business transferred on a slump sale basis at book value, including all associated assets, liabilities and commercial rights effectively consolidating IP operations under a more focused structure.
At its core, the restructuring signals a strategic shift. As content consumption increasingly fragments across digital and global platforms, the value of IP lies not just in creation but in how efficiently it can be distributed, repackaged and monetised across markets. By housing its syndication engine within ZI-IPR Enterprises, ZEEL appears to be building a more agile and scalable ecosystem, one that can better extract value from its vast content library while adapting to evolving distribution models.
But the company’s ambitions are not limited to restructuring. ZEEL has also approved an investment of up to Rs 20.09 crore in Culture of Real Experiences (CORE), acquiring a 51 per cent stake in the entity. The move expands its footprint into the broader creative and experiential space, suggesting a push beyond traditional broadcasting into areas where content, culture and immersive experiences intersect.
At the same time, ZEEL has moved to tidy up its financials, approving the redemption of $23.9 million in outstanding foreign currency convertible bonds (FCCBs) and cancelling an unused $215.1 million commitment. The twin steps are expected to ease pressure on its treasury, freeing up capital and improving financial flexibility as the company invests more aggressively in its IP strategy.
Taken together, the decisions reflect a company in recalibration mode streamlining legacy structures, sharpening its focus on content ownership, and exploring new avenues for growth. In a market where the lines between television, streaming and experiential entertainment are increasingly blurred, ZEEL’s latest moves suggest it is not just creating content, but building a system to make that content travel further and pay better.
