In the first of its kind initiative, Bigg Boss, which is hosted by superstar Salman Khan, has associated with its title sponsor — Snapdeal.com — to provide a merchandise store for its fans in India who can purchase memorabilia from their favourite show that has a wide range of products specifically designed. Interestingly, the novel and innovative initiative has not only helped Snapdeal promote Bigg Boss but earn big bucks too. The site has already witnessed over one million incremental visits.
Since the launch of the show on September 21, with a variety of seamless integrations, Snapdeal and Colors (the host channel) have engaged both the contestants and viewers. The first phase of the programming integration saw Snapdeal as an integral part of the Bigg Boss house (episode13 aired on October 3, 2014), where the contestants were seen competing for points through specially designed tasks and using them to purchase products. A special shopping experience was created for the contestants through an interface showcasing products that were essential for survival in the house. Also, viewers got an opportunity to experience Snapdeal’s Diwali bumper sale.
Talking about the partnership, Sandeep Komaravelly, Senior Vice President Marketing, Snapdeal.com said, “This partnership was a strategic move to integrate closely with one of the most popular shows on television. Bigg Boss is a popular show and widely viewed across the country. We saw this as the perfect opportunity to reach out as well as increase our consumer base by engaging with them directly in their homes. The response that we have received till now is very encouraging.”
With the franchise only getting bigger and better, Raj Nayak, CEO, Colors said, “Joining hands with Snapdeal has given us the window to go beyond conventional integration ideas that will not only enhance the overall viewing experience for the audience but also help our sponsor reach out to a wider audience base. In addition to the above, a special opportunity has been created for Bigg Boss fans to buy exclusive Bigg Boss merchandise from the Snapdeal website. The creation of such opportunities for our viewers as well as Snapdeal customers will enable us to draw synergies which will translate into a win-win situation for both parties.”
Last week Snapdeal launched the “Order Order” contest for its customers. This contest allows consumers to be a part of the show directly where they have to select a quirky product for one of the contestants of the Bigg Boss House and provide a reason for doing so. Every week the customer who selects the most interesting combination of the product and with a whacky reason, will get the opportunity to speak with host Salman Khan as well as a Bigg Boss contestant.
