‘Bigg Boss’, the iconic reality show, continues to dominate India’s entertainment scene, particularly in southern states, proving to be a major force for brand visibility and consumer engagement.

A recent study by Unomer Technologies highlights how brands advertising on ‘Bigg Boss’ Tamil and Malayalam are reaping substantial benefits, showing significant increases in key brand metrics, The Economic Times reported.

The research found a 57 percent boost in top-of-mind awareness, a 26 percent rise in brand consideration, and a 33 percent jump in purchase intent among regular viewers of the show. With over 50 sponsors and 200 advertisers, the show amassed an astounding 150 billion minutes of viewership, reaching an audience of 170 million.

Vinay Bapna, CEO of Unomer Technologies, emphasized the emotional connection ‘Bigg Boss’ creates with its southern audience, offering brands a unique opportunity to stay relevant. “The show fosters deep empathy, driving notable improvements in brand awareness and purchase intent,” he noted.

As ‘Bigg Boss’ Telugu and Tamil prepare for their September 2024 premieres on Star Maa and Star Vijay, regional brands are also seeing significant growth. NS Satish, President of Haier Appliances India, stated that ‘Bigg Boss’ has been a key factor in expanding their market presence in Andhra Pradesh, Telangana, and Tamil Nadu.

Similarly, John Alukka, Managing Director of Jos Alukkas, credited their association with the show for boosting both sales and brand recognition, reflecting the show’s strong influence across the region.