Primesite has executed a series of OOH innovations for the fourth season of Bigg Boss.
The objective of the campaign was to announce Salman Khan as the new host for this season. Primesite has deployed the campaign on key arterial routes and junctions.
To break through the clutter, Primesite came up with two innovations - One is the moving 'Bigg Boss' Roving Eye on a billboard which was put up four days prior to the actual campaign roll out. This was executed at two prime locations in Mumbai - Mahim causeway and Juhu. In addition, a Bigg Boss sample flat was created on a billboard which gave a feel of the Bigg Boss house being built on it. A balcony was created which housed a man on the billboard. Basic requirements like water, table, chair, fan, newspaper were all provided to the person who lived in the sample flat for five days. The idea was to show the world could keep an eye on a man living in the Bigg Boss house.To amplify the buzz around the campaign, Colors initiated a three- day radio contest on various FM channels, which asked people to spot the billboard and winners got an opportunity to visit the sets of the actual Bigg Boss House.
Rajesh Iyer, director - marketing, Colors said, “Bigg Boss is amongst the biggest and the most exciting shows on Indian television today; and with Salman Khan as the host, the 360-degree marketing initiatives are also developed to create high impact. The communication strategy is designed to fuel the curiosity and create buzz till the show goes on air and also sustain post launch interest.”