Haier India returns as Bigg Boss Hindi Season 20 associate sponsor

MUMBAI: Haier India is stepping back into the Bigg Boss house, returning as an associate sponsor for the Hindi reality show’s 20th season as it looks to put its smart home portfolio in front of a mass Indian audience.

The new season of Bigg Boss Hindi premieres on September 6 on JioHotstar, with Haier’s refrigerators and LED TVs set to become part of the contestants’ daily routines inside the house.

The association will feature Haier’s 630L side-by-side refrigerator, 190L single-door refrigerator and 100-inch 4K LED TV, alongside its 55-inch, 50-inch and 43-inch 4K LED television range.

Rather than keeping the products in the background, the brand plans to integrate them into everyday moments inside the house, from shared meals and routines to entertainment and downtime. The move is designed to demonstrate how connected appliances can fit into modern household life beyond their basic functions.

Haier Appliances India chief executive officer NS Satish said the return to Bigg Boss Hindi’s landmark 20th season would help the brand build deeper connections with Indian consumers.

“Bigg Boss has become a part of the cultural conversation, reaching audiences across markets, age groups and consumer segments,” Satish said. He added that having Haier’s refrigerators and LED TVs inside the house would allow consumers to see the products in the situations they are designed for, while shifting the conversation beyond features and specifications.

The partnership is part of Haier India’s wider strategy of using high-reach entertainment properties to connect with consumers in culturally relevant settings. The brand has previously associated with Bigg Boss across multiple languages as it has sought to expand the visibility of its technology-led portfolio.

With the latest association, Haier is also looking to reinforce its positioning in India’s home appliances and consumer electronics market. Its brand philosophy, “More Creation, More Possibilities”, will be reflected through the integration, with the company aiming to show how technology can contribute to smarter and more connected living.

Established in India in 2003, Haier Appliances India is headquartered in Greater Noida and operates two manufacturing facilities in Pune and Greater Noida. Its portfolio spans refrigerators, air conditioners, washing machines, LED TVs, water heaters, deep freezers, microwave ovens and kitchen appliances.

The company says it has built its India strategy around its “Make in India” and “Make for India” approach, with a distribution network covering the country.

For Haier, the return to the Bigg Boss house is more than another sponsorship slot. By placing its appliances at the centre of the show’s everyday action, the brand is betting that smart living will resonate best when viewers see it in use, rather than simply hear about it.