Salman-hosted #BiggBoss12 to have contestants as pairs; begins 16 Sep Bigg Boss a classic example of disruptive innovation: Raj Nayak

The big question in the minds of those who mainline on BIGG Boss every year, is – what’s the special theme this time round. Well, in its 12th season, BIGG Boss, which will have Salman Khan host it for the 9th season, is putting a unique spin to the contestants: they’re to be paired in jodis (pairs), and jodis that are related either through blood relations or through an emotional connection. Sample this: Saas-Bahu, Maama-Bhaanja, Twins (that’s what the Sita-Gita reference in the release indicates), Bade-Chhote, a Guru and Chela or Master and Helper as the release puts it, even a grandmother and her grandson…!

image-salman-khan-at-launch-of-bigg-boss-12-for-ColorsWe know what a bustling, rambunctious place the BIGG Boss house, driven by individual egos and priorities can be. Now, with relationships thrown into the mix – and one is sure, to be put to the test too – the show is bound to get even more interesting! Can you imagine how the jodis will vie for wins in all the tasks – daily, weekly, luxury, secret, special or lucky – that BIGG Boss sets them?

This time round too, the name of the show is a mouthful: APPY FIZZ presents Bigg Boss 12 powered by OPPO F9 PRO, and it premieres Sunday the 16th of September 2018 at 9 pm, with subsequent episodes to air every Monday to Friday at 10.30 pm, and Saturdays and Sundays at 9. On Colors, of course.

So, it’s interesting jodis, and the show has been set on a beach, and yet again, the contestants will go about their daily quest for viewer likes under the watchful eye of Salman Khan, who says of the show: “Bigg Boss is a show that not only the Nation looks forward to… even I look forward to it with equal gusto. Though I have been hosting it for 8 years, every time it brings in a new experience for me and I make a few more connections.”

image-Salman-Khan-launch-of-bigg-boss-12-for-Colors
Pic courtesy Salman Khan’s Twitter account

On this year’s unique theme, Salman says, “The theme ‘vichitra jodis’ is very amusing, and the vast array of couples that we have shortlisted will surely keep the viewers engrossed… It’ll be fun to see whether the jodis have each other’s back or fall apart during the hard times.”

Needless to say, equally big a draw as the ‘behavior’ and misdemeanours of the contestants,  is Salman Khan’s star power. Raj Nayak, Chief Operating Officer, Viacom18,says, “Our 9-year long association with Salman Khan has been extremely gratifying, and his charm and persona has only made the show larger than life. This year’s beach theme with ‘vichitra jodis’ will see some unique couples maneuver their way into the hearts of the viewers and not make them miss a single episode.”

image-Raj-Nayak-COO-Viacom18-at-launch-of-bigg-boss-12-for-ColorsDescribing Bigg Boss as “a classic example of disruptive innovation”, Nayak says, “The show has not only earned us a loyal audience base over the years, but has also earned us rich dividends in terms of our partnerships and alliances. Such is the success story of Bigg Boss that it has hit the right cords in whichever language it has been adapted to. The concept has remarkable potential and through the years we have been able to improvise it with newer themes, newer elements and newer faces.”

Thanking #BiggBoss12 sponsors, Nayak says, “The buzz for this season has been overwhelming and I would like to thank Parle Agro’s Appy Fizz who is our Presenting sponsor and OPPO F9 Pro who are the Powered by sponsor for their continued support over the last few years. This is a good indicator of true partnerships and a sign that our clients are happy with their association. This year we have also got on board Panasonic OLED and Capital Foods as Associate Sponsors.” A few more are in the pipeline, he says.

Speaking about the asso-ciation, Nadia Chauhan, Joint Managing Director and Chief Marketing Officer – Parle Agro, says,  “At Parle Agro, we have an ambitious vision for the future coupled with high growth targets for our brands. Aligned to this vision, a core part of our media strategy is to associate with the largest television properties and in the entertainment segment Bigg Boss continues to be the largest platform. Its success and format has been a perfect fit for us to connect with our consumers.”

Giving a deeper perspective on the upcoming season of Bigg Boss, Manisha Sharma, Programming Head – COLORS says, “We have a very good line up of unusual pairings of family and friends from across India. It’s a challenge for us to take this show to newer heights every year since it’s the most popular brand in the Hindi GEC space. Non-fiction content from COLORS has always set a benchmark, and now with the success of Dance Deewane and Rising Star our endeavor is to make the 12thSeason of Bigg Boss a chart-buster.”

image-Will-Yang-Oppo-India-launch-of-bigg-boss-12-for-ColorsTalking about its association for over 5 years, Will Yang, Brand Director of OPPO India Pvt Ltd., says, “Bigg Boss as a property is becoming a huge success amongst the youth with every passing year. Entertainment being one of the major touchpoints, we have always focused on collaborating with platforms that are popular amongst the youth. It is always a pleasure to associate with Bigg Boss as we have always insisted on integrated marketing to connect better with the young consumers.”

Commenting on the format of the show, Abhishek Rege, CEO, Endemol Shine India says, “Keeping our audiences intrigued and entertained year on year has always been our aim at Endemol Shine India. This time we have introduced a unique concept of ‘Vichitra Jodis’ in the Bigg Boss house.”

“This season our interesting mix of contestants will also be paired up! What will be exciting to see is if these partnerships become their strength or their weakness and how these Jodi’s will deal with the out of the box tasks given to them. This added to the various twists and surprises we have planned for them will make Bigg Boss season12   a complete entertainment package.”

The marketing and digital campaign for Bigg Boss 12 will have VOOT exclusive properties ‘Unseen Undekha’ i.e unseen and dropped footage and ‘Cutless’ – full versions of tasks, nominations, fights and drama.

Colors is also launching season 2 of  ‘Bigg-Buzz’ – the digital extension of Bigg Boss, which brings social media onto one platform to discuss the weekly goings-on  in the house.

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