Bigg Boss, the premium property from the Colors bouquet, is coming back in its seventh season with a new appeal and distinguished promotional positioning.
Woven around the basic concept of 'Heaven or Hell', the seven-part promotional television campaign imbibes the key message, 'The pleasure of heaven and the pain of hell'. The first creative of the campaign features the show's host, Salman Khan, coming out of the gates of Hell and Heaven in two different avatars, that of the Devil and the Angel, respectively.
While working on the concept, creative agency Orchard Advertising, took inspiration from the mythological space and gave it a contemporary spin by articulating the pleasure of heaven with 'Wow' and the pain of hell with 'Aao'. So, the first promo talks about 'Jannat Ka Wow aur Jahannum Ka Aao, Bigg Boss Saath 7'.
Orchard Advertising worked on the campaign in association with Prashant Issar of Tubelight Films and it was shot over a span of two days. It consists of a series of different creatives with fun stories enacted by Khan on the theme of the show this season.
Talking about the concept, Rajesh Iyer, marketing head, Colors, says, "This season, Bigg Boss will make sure that you get to see heaven and hell both saath-saath on Bigg Boss Season 7. The message is simple - pleasure or pain, you experience both in this life and there is nothing to be taken for granted this season."
Hemant Kumar Sivan, executive creative director, Orchard Advertising, says, "An iconic reality show like Bigg Boss faces a challenge every year to deliver something new and unique. This year is interesting too. We had the task of presenting Bigg Boss in a way that raises curiosity and interest levels amongst people. The next challenge was to present Salman Khan in a fresh manner. 'Heaven and Hell', we thought, would be an apt way to do justice to both the challenges."
The campaign indicates that the inmates of the house will be given a glimpse of heaven and let through its golden gates, but their momentary joy will be shattered to bits when the treacherous dark side of hell take over.
The campaign will extend to print, radio, mobile and BTL (below the line) platforms in the later phases. However, the channel plans to start extensive promotions on the digital medium soon and will also tie up with movies for cinema promotions from this week onwards.
The concept has been well executed in the promos with elements like a blue sky in Heaven and fire in Hell. To add to the fun element, the promo lines have been improvised by Khan with a 'takiya kalam', 'by God'.
Bigg Boss is a combination of reality and unscripted drama. The format requires the participants to be locked inside a house for more than 90 days. Every week, one participant is eliminated by a round of voting. Meanwhile, Bigg Boss, the ultimate authority in the house, assigns various tasks to the contestants, resulting in drama, fun, back-biting and fights that are captured by 70 cameras fitted inside the house. Bigg Boss Season 7 will have 14 contestants.
For the record, the media buying agency is Maxus.