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Unusual couples in various relationships – ranging from saas-bahu, mama-bhanja, grandmother-grandson, siblings, co-workers, employer-employee and even friends – will be seen as contestants in the upcoming season of reality show Bigg Boss on Colors, as opposed to conventional couples in earlier years. This year, another change is that the show will be aired at 9 pm on all weekdays instead of the earlier slot of 10.30 pm. Earlier, only the weekend episodes with Salman Khan aired at 9 pm. Season 12 of the show is being presented by Appy Fizz and powered by Oppo F9 Pro with the theme ‘Iss bar aa rahi hai interesting jodi!’ Other sponsors include Panasonic OLED, Capital Foods and L’Oreal. Ad rates for the show have seen only a ‘minimum hike’ according to sources.

Commenting on Bigg Boss 12, Raj Nayak, Chief Operating Officer, Viacom18 says, “Bigg Boss is a classic example of disruptive innovation. 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. The concept has remarkable potential and through the years we have been able to improvise it with newer themes, newer elements and newer faces. 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, 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.”

Talking of the show’s nine-year long association with Salman Khan, Nayak says “it has been extremely gratifying and his charm and persona has only made the show larger than life”. The couples will carry out interesting tasks and battle it out to survive 100 days under the constant glare of multiple cameras and host Salman Khan’s supervision.

Nadia Chauhan, Joint Managing Director and Chief Marketing Officer, Parle Agro says, “At Parle Agro, 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.”

Talking about Oppo’s association with the show for over five years, Will Yang, Brand Director of Oppo India, says, “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. Both the brands Oppo and Bigg Boss are known for bringing India together over five years of partnership.”

Commenting on the format of the show, Abhishek Rege, CEO, Endemol Shine India says, “This time we have introduced a unique concept of ‘vichitra jodis’ in the Bigg Boss house. What will be exciting to see is if these partnerships become their strength or their weakness and how these jodis will deal with the out of the box tasks given to them.”

After a mega launch in Goa, Colors is all set to activate a high voltage marketing and digital campaign for Bigg Boss 12, accelerating all touch-points and adding to the already existing buzz. Voot, the OTT platform of Viacom18, will have ‘Unseen Undekha’, i.e, all unseen and dropped footage and ‘Cutless’ – full versions of tasks, nominations, fights and drama.

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