Gurgaon: BELLAVITA, a beauty and personal care brand, has announced its partnership with Bigg Boss Season 18 as the official co-sponsor. This collaboration marks a significant milestone for the brand, introducing its premium scents to one of India’s most popular reality TV shows.
Founded in 2018 as a direct-to-consumer (D2C) brand, BELLAVITA aims to provide world-class beauty products to aspirational consumers in India. With a strong emphasis on product innovation, local manufacturing, and quality, the brand quickly gained recognition as a fragrance-forward leader. Now part of the Guardian group, BELLAVITA was acquired by Ananta Capital in 2021 through a combination of cash infusion and stake sale.
“Entertainment is a huge part of every Indian’s life, and Bigg Boss is at the heart of it. With BELLAVITA, we aim to not only enhance the viewing experience for fans but also uplift the contestants’ everyday moments inside the house. This partnership allows us to bring the world of fragrance into the spotlight, adding a new sensory dimension to the entertainment that Indians love so much,” says Ashutosh Taparia, Board Member & Managing Director of Guardian Group.
As co-sponsor, BELLAVITA plans to enhance the viewing experience for millions of Bigg Boss fans by adding a sensory element to the show. Throughout the season, the brand’s diverse range of bold and long-lasting fragrances will feature prominently in key moments inside the Bigg Boss house, enriching contestants’ daily rituals and special events with style and sophistication.
“We know how much the Indian audience loves BELLAVITA and Bigg Boss, and this partnership of ours is the perfect opportunity to give them a lot of entertainment and a peek into the fragrant life of Bigg Boss contestants,” says Pavithra KR, Senior Vice President Sales & Head of Revenue, Colors, Viacom18.
BELLAVITA aims to become synonymous with confidence, charm, and individuality, reflecting the dynamic personalities of the contestants. Whether through a bold, magnetic scent or a fresh daily wear fragrance, BELLAVITA resonates with the show’s themes of boldness and high drama.
“We want BELLAVITA tо become an essential part оf every Indian’s life. Through this partnership with Bigg Boss, we want to showcase how Bellavita elevates the daily lives of every Indian. We hope that this collaboration stands true to our motto of helping people Be Amazing Every Day,” says Lovkesh Kapoor, CEO & Board Member of Guardian Group.
In addition to on-screen integration, BELLAVITA will engage audiences through various digital and social media platforms, offering exclusive behind-the-scenes content and interactive experiences for Bigg Boss viewers.
“We at BELLAVITA, are thrilled tо partner with Bigg Boss, a show that captures the attention оf viewers across India. Our mission has always been tо bring premium fragrance experiences while still being affordable tо all, and this collaboration with Bigg Boss allows us tо connect with our audience more closely and showcase the power оf scent іn creating lasting memories,” says Aakash Anand, Founder оf BELLAVITA& Board Member of Guardian Group.
This season, themed ‘Time Ka Tandav,’ promises exciting twists and turns under the vigilant gaze of Bigg Boss. Produced by Endemol Shine India and Banijay Group, the show premiered on October 6 and will air daily for the next 15 weeks on COLORS TV, with a live channel available for premium subscribers on Jio Cinema.
