Colors' big marketing push to Bigg Boss 6

Last Updated: Thu, Oct 04, 2012 19:41 hrs

Colors is playing on the theme alag che (it’s different) for its marquee reality show - Bigg Boss 6. The channel is spending over Rs 10 crore on marketing the property. “All our communication will underline the statement that we have introduced newer elements and it is a family show,” Colors marketing head Rajesh Iyer said.

Sony Entertainment Television has spent Rs 8 crore on marketing its music show Indian Idol and Rs 10 crore on its flagship game show Kaun Banega Crorepati

Colors has booked over 6,000 TV spots on 53 channels outside of Viacom18 bouquet. It is also going all out on radio with 35 cities and 6,000-plus spots. With Radio City, the channel has tied up to do a special show, Bigg Boss Banayenge Radio ko Video, wherein the RJ of the FM station will be given tasks by the Bigg Boss and it will be shot and streamed on the channel's as well as the radio station's website.

In print, the channel will have ads in 40-plus towns. It is also doing a roadblock on Dish TV and Tata Sky for two days, wherein the home channel on both the direct-to-home players will have only Bigg Boss ads for two days.

Iyer said Bigg Boss this year will give public service messages in Mumbai railway stations and in 100 screens in multiplexes, asking patrons to stand up for the national anthem before the movie.

The show is beginning this Sunday will be aired everyday at 9 pm. Vodafone is the title sponsor for the fourth consecutive season.

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