JioStar Entertainment has released the fourth episode of its thought leadership series, ‘The Collective’, which explores the long-standing success of ‘Bigg Boss’ and its impact on audiences and brands.

According to a JioStar Entertainment press release,the episode brings together experts from the marketing, media, and entertainment industries to discuss why ‘Bigg Boss’ has remained one of India’s most popular entertainment shows for nearly two decades.

The show has become more than just a reality programme, with viewers following it closely, discussing it on social media, and waiting for every new season.

Capital Foods Founder Ajay Gupta said ‘Bigg Boss’ gives brands an opportunity to become part of the show’s story. Vijay Vikram Singh said the programme reflects real life, making viewers emotionally connected to its contestants and events.

Ormax Media Founder and CEO Shailesh Kapoor said the show’s regional editions have become leading entertainment properties in their respective markets.

Automotive industry leader Shishir Mishra said today’s audiences want to participate, share opinions, and influence content, something ‘Bigg Boss’ has consistently encouraged.

The discussion also highlighted that ‘Bigg Boss’ offers brands more than just a large audience. The show keeps viewers engaged for months, creates strong audience connections, and keeps brands part of conversations even beyond television.

According to the speakers, this has helped ‘Bigg Boss’ remain an effective platform for building long-term brand value.

JioStar said ‘The Collective’ is its flagship thought leadership platform that brings together leaders from marketing, media, advertising, and entertainment to discuss industry trends and the growing role of premium entertainment in driving business impact.