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Dark Fantasy garners significant organic chatter from partnership with Big Boss
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Thursday, 05 January, 2023, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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India’s favourite reality show Colors Bigg Boss has come a long way in its 15 years journey and has gone on to become a phenomenon in the television entertainment landscape. The 16th season of the hit show has bagged No. 1 spot in the non-fiction category. The show has been instrumental in providing unprecedented dose of glamour and entertaining audience with its engaging content and adding grand new elements year-on-year. Within six weeks of its launch, the show attracted over 127 million viewers on Colors and 600 million views on Voot. Bigg Boss 16 catapulted itself to the pole position in the non-fiction category with a massive reach of 3 billion along with 1 billion views and 97% share of voice on Colors Digital, making it as one of the marque shows in the Hindi General Entertainment category.
For this season, the team had joined hands with ITC Sunfeast Dark Fantasy Chocofills to bring exciting gifts and festivities into the Big Boss house through the first of a kind “Greed Corner” and “Fantasy Cookie Treasure Hunt”.
Sunfeast Dark Fantasy came onboard to fulfil the fantasy of Bigg Boss contestants through “Din Khatam Fantasy Shuru” in an innovative way. The brand had set up a greed corner and fulfilled the dessert cravings of the housemates with Sunfeast Dark Fantasy cookies. This led to organic chatter and consumption occasions for the brand across platforms.
Further, to amp up excitement, the brand organised a unique treasure hunt as part of its newly launched campaign “Find Your Fantasy cookie” which encouraged Bigg Boss contestants to find their specially crafted cookies. The winners were rewarded with a trip to Paris, gold coins, smart phones, thus fulfilling their fantasies. The activity helped drive consumer engagement by 46% for the Find your Fantasy Cookie Campaign in the week following the integration.
Ali Harris Shere, chief operating officer, biscuits & cakes cluster, foods division, ITC Limited, said, ”Bigg Boss is the quintessential example of entertainment. The show has a massive reach and an ever-increasing viewership, making it the ideal platform for integration. Our collaboration with Bigg Boss allowed us to showcase our wide range of products, catering to every taste and craving. What's more, contestants had the opportunity to get the best of Sunfeast Dark Fantasy via the greed zone and the Find your Fantasy Cookie Treasure Hunt.”
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