Bigg Boss to get bigger on Colors

By Sapna Nair , afaqs!, Mumbai | In Media Publishing | September 30, 2009
With Big B as part of the show, the channel hopes to raise the bar in the third season of Bigg Boss

The fact that the Big daddy of Bollywood will be a part of the third season of Bigg Boss on Colors has already created a furor. The reality series begins on October 4 and will be a daily airing at 9 pm.

Amitabh Bachchan will play the role of 'Pop Philosopher' on the show, making an appearance on Fridays and Saturdays. Big B will be the connecting link between the viewers and the participants on the show - analysing developments in the house, decoding behaviour of participants and being a sounding board for the house mates.

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Interestingly, Colors launched the promos of Bigg Boss on television with the superstar talking about the concept of the show and why he was intrigued by it. About his association with the show, Bachchan said, "This is one show that has intrigued me immensely as a viewer - it's the format, contestants and the psychological battle in the house. My role gives me the opportunity to help viewers comprehend emotions and the simple philosophies of life."

While the first part of the campaign announced the arrival of Bigg Boss with Amitabh Bachchan, the second one called for ideas and suggestions from viewers as to who they wished to see in the house. The other promos had him questioning and understanding the various aspects of the show. For instance, in one of them, he asks viewers if they can live away from their children for 80 days.

There is also a music video featuring and sung by Amitabh Bachchan that will go on air soon.

Rajesh Kamat, chief executive officer, Colors, believes that with Bigg Boss at 9 pm, the channel will be able to strengthen its position in this block and widen the gap from other GECs (general entertainment channels). Bigg Boss will contend with Bidaai on STAR Plus and Pavitra Rishta on Zee.

Apart from the television, outdoor and print promotional plan, other innovative means will be employed. Rameet Arora, head, marketing, Colors says Amitabh Bachchan's appeal stretches from SEC A—D, across the 4—64 years age group, making it possible to expand the viewership base.

Among the other marketing plans, there will be an outdoor innovation starting with Mumbai and Delhi, wherein a camera will be placed on hoardings to capture cars passing by - making the pictures appear on the hoarding. Flash mob activities will be carried out across cities, with people with red eyes and the Bigg Boss logo making appearances in trains, metros and restaurants.

Colors is also tying up with a fast food chain and branding a meal 'Bigg Boss meal'. There will be a co—branded promotion with Big Bazaar to encourage viewers to vote during the show. Bigg Boss announcements at railway stations are also on the cards.