The Big bang approach of Primesite for the launch of Bigg Boss 4

General Entertainment channel COLORS launched its mega reality show- Bigg Boss Season 4 on 3rd October 2010. The show is being aired everyday at 9pm. To garner more eyeballs, Primesite has carried out a series of OOH campaign wherein aggressive brand push and innovations have been implemented, leaving an indelible impact on its Target Group.

The campaign which commenced on 26th September 2010 had an overriding objective to launch the show with a bang & announce Salman Khan as the new host for this season. To amplify this message, the campaign focused on creating impact by plastering each city with larger format billboards & huge numbers of different media vehicles to build frequency. To do so, Primesite has deployed the campaign on key arterial routes and junctions as well and has used multiple creative's to communicate key messages.

To break through the clutter, Primesite came up with two innovations - One being the moving 'Bigg Boss' Roving Eye on a billboard which was put up 4 days prior to the actual campaign roll out. This has been executed at 2 prime locations in Mumbai - Mahim causeway & Juhu. These successfully helped in building intrigue amongst its end consumers. Further to create further buzz, a Bigg Boss Sample Flat was created on a billboard which gave a feel of the Bigg Boss house being built on it. To make it look more realistic, a balcony was created which housed a man on the billboard. Basic requirements like water, table, chair, fan, newspaper were all provided to the person who lived in the sample flat for 5 days.

The objective of executing such innovation was to show a man living in the Bigg Boss house & that the world can keep an eye on every move of his. To magnify this effort & to create that additional buzz around it, COLORS initiated a three- day radio contest on various FM channels. It talked about spot the House billboard and the winner gets an opportunity to visit the sets of the actual Bigg Boss House.

Different media vehicles such as Billboards, BQS, Designer Bus queue shelters, Gantries, Utilities, Metro panels, Pole Kiosks etc have been used to drive promotions. These have been deployed at main arterial roads and busy traffic intersections in key GEC markets to attract maximum eyeballs.

Commenting on this initiative, Aneil Deepak, Sr. VP ' Planning & Innovation, said, "This is the start of the busiest season in Out-of-Home. With noise levels at their loudest, the campaign needed to strike a chord with the commuters. So we centered the OOH strategy around getting various elements of the Bigg Boss 4 property closer to the commuter. Hence, the Roving Eye and the Bigg Boss Sample Flat campaign."

Speaking on the innovative marketing initiatives, Rajesh Iyer, Director - Marketing, COLORS said, "Bigg Boss is amongst the biggest and the most exciting shows on Indian television today; and with Salman Khan as the host, the 360-degree marketing initiatives are also developed to create high impact. The communication strategy is designed to fuel the curiosity and create buzz till the show goes on air and also sustain post launch interest."