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Bigg Boss becomes brand boss
MUMBAI: Bigg Boss Hindi has cracked the code. What started as a reality show has morphed into India’s most potent brand-building engine, where drama meets commerce and everyone wins.
This season’s strategy is clever: a dual-platform rollout across JioHotstar and Colors, ensuring the show reaches practically everyone. The numbers tell the story. It remains the highest-rated non-fiction property on television, whilst digital reach has soared 1.7 times higher compared to last season. Viewers aren’t just watching; they’re buying what they see.
The brand roster reads like a who’s who of Indian commerce. Haier, Vzy, Instax, Hindware, and Siyaram’s have all placed their bets on the Bigg Boss phenomenon, spanning everything from consumer appliances to fashion.
Why the rush? Simple. The show doesn’t just deliver eyeballs; it creates cultural moments that stick.
Haier Appliances India President NS Satish sees it as prime territory during the crucial buying season. Their smart, connected appliances slip seamlessly into the show’s fabric, embedding themselves in viewers’ minds when it matters most.
For Vzy, Dish TV India’s integrated smart TV brand, the partnership is about reaching families everywhere. Dish TV India chief revenue officer Sukhpreet Singh calls it the perfect platform for connecting with entertainment-first consumers across urban and regional markets alike.
Instax (Fujifilm India) associate director Arun Babu captures the essence neatly, ‘This collaboration has been the perfect way to connect with audiences who love to capture moments as they happen.’ The instant photo brand mirrors the show’s immediacy, turning emotions into tangible memories.
Hindware’s using the platform to launch their ‘Designed for Sukoon’ campaign, promising calm and comfort in every corner. Hindware Ltd CEO, Bath and Tiles, Nirupam Sahay sought a dynamic audience, and Bigg Boss delivered in spades.
Meanwhile, Siyaram’s Silk Mills Ltd chairman and managing director Ramesh Poddar sees the show as a celebration of authenticity and style. ‘We don’t just create fabrics, we weave relationships that last generations,’ he notes, positioning the brand within India’s evolving wardrobe story.
The formula works because Bigg Boss has become more than television. It’s where culture, conversation, and commerce collide, turning passive viewers into active consumers. For brands, that’s not just entertainment; it’s opportunity wrapped in prime-time packaging.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
