Bigg Boss 14: ‘We have not made budget cuts for our marketing,’ REVEALS digital head Sapangeet Rajwant

We are just a few weeks away from being glued to the TV as Salman Khan hosted controversial reality show Bigg Boss 14 is all set to air from October this year. The promos are already doing the rounds of social media and the Bigg Boss 14 house is all decked up to lock up the contestants. While the Covid-19 outbreak and strict lockdown across the country took a toll on the entertainment industry leaving many jobless, Sapangeet Rajwant, Head – Marketing and Digital – Hindi Mass Entertainment & Head of Brand Solutions – Viacom 18, has said that they won’t be cutting down budget for their marketing strategies of the show. She also said that their main focus will be TV followed by OTT platforms.

“The pandemic has changed the way we consume media. People are still confined to their homes, social life has moved online, and entertainment consumption is happening on TV, Digital, OTT or gaming. We had to customize our marketing plans according to the mediums that are being consumed today. We also need to keep in mind that the consumer behaviour is rapidly evolving and the world is adjusting to a new normal. The consumption of two mediums- television and online- has increased and so has our focus on them as marketeers. OTT and Digital have come up in a big way during the lockdown. We are going to use these mediums as we know the ROI there is great. For instance, TV viewership didn’t go down, it has only increased during the lockdown period. TV is a stay-at-home medium and has the biggest reach among all other mediums and it also allows us to measure conversion and effectiveness of any campaign. For Bigg Boss this year, our focus will be on TV primarily. Apart from that we will be using digital innovatively,” Rajwant told exchange4media.

She further added, “On Bigg Boss, we have not made budget cuts for our marketing, but we are focusing on optimizing it. For the new season, we will be restricting the use of mediums but we will channelize our energies into planning creative engagement ideas. Rather than reaching out to five different mediums, we will probably stick to only one or two mediums, but you will see heavier buzz and bigger innovation. We don’t want to compromise on the reach and frequency and that remains our focus.”

Talking about this year’s theme for Bigg Boss, Rajwant said that viewers will be given a perception that normalcy has returned watching the contestants doing different chores. In the first three promos of the show, Salman was seen mopping the floor showing us all the mirror of how we have been spending our time during lockdown. In the next promo, the Dabangg Khan was seen enjoying a movie in a theatre, something which we all have been craving for. And the third promo assured us how it will break the chain of monotony and boredom for the next couple of months by offering viewers their daily dose of entertainment.

“We have released the teaser and the promos. We wanted to set the theme of the campaign this year and we have shown Salman Khan doing various chores that we have all been doing at our homes during the lockdown and showcased the luxuries that we have all been deprived of. Once the show is launched, we will get into more details and highlight the other zones of Bigg Boss house. Very soon we will start introducing what are the format changes that we are bringing to the show and that will be showcased in the promos as well. This is just a precursor,” Rajwant said.

Sharing the details about their marketing plans, Rajwant added, “In our TV mix, we always look at our network and a lot of non-network channels. We reach out to genres like Movies, News, Regionals and Music. We use channels which give us good conversion and reach. Having said that, our network channels convert the best for us. The theme of the campaign is ‘ Ab Paltega Scene Bigg Boss dega 2020 ko jawab’ . We are going to do a lot of integrations and innovations within different genres. We are going to do multiple innovations for Bigg Boss even on digital mediums like Instagram, Facebook and YouTube.”

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