Mumbai: Within six weeks of its launch, the sixteenth season of the reality show Bigg Boss attracted over 127 million viewers on Colors and 600 million views on Voot. The show has catapulted itself to the pole position in the non-fiction category with a massive reach of three billion, along with one billion views and a 97 per cent share of voice on Colors Digital, making it one of the marquee shows in the Hindi general entertainment category.
Ching’s brings the zing to the Bigg Boss house. The brand’s presence in the kitchen of the BB house has been synonymous since the last four seasons, as the kitchen is the centre stage for all the drama, masala, and gossip that take place inside the house. Housemates have relished Ching’s products for making boring and mundane food interesting. The hustling and bustling kitchen counters are topped with Ching’s products and have become a taste lifeline for the Bigg Boss contestants. The brand brings a meaningful flavour to the lives of housemates and thus connects with the audience.
Commenting on its association, Ching’s Schezwan Chutney managing director Ajay Gupta said, "This meaningful partnership with Bigg Boss is an ideal place to showcase versatility in our product portfolio. Through this engagement, we wanted to expand our horizons beyond advertising and explore meaningful collaborations that will help to communicate our brand narrative and reach out to a wider audience of fans of desi Chinese in India. Ching’s Schezwan Chutney symbolises the spice and adds zing to the BB house."
Viacom18 head of revenue, Colors Pavithra KR says, "Bigg Boss kitchen brews maximum melodrama in the house. Ching’s presence in the kitchen over the years has made Ching’s synonymous with the spicy affairs of the kitchen. This is yet another season of Bigg Boss, where we are associating with Ching's as a special partner. The show’s high-octane visibility and buzz over the seasons have helped Ching’s in creating high recall among its target audience. This time around, we have witnessed a flavorful engagement with the consumers through multiple initiatives that have furthered the brand proposition."
The 16th season of Bigg Boss is focused on offering a robust experience to brand partners through means of engagement, excitement, & entertainment. The idea is to assist the brands in creating a powerful and impactful narrative that has the potential to build a lasting connection with the audience through content present in multiple markets across geo-social cross-sections in India.
