Colors Marathi, in association with Essence and Airtel, installed a phone booth inside the Bigg Boss S4 House through which the contestants can connect with anyone outside the show. The Phone Booth also plays the signature Airtel tune to take the viewers through a journey of nostalgia.
The company ran a contest earlier for Bigg Boss through which the lucky winner was chosen among millions of Airtel consumers to be a part of the Bigg Boss house.
Bikash Kundu, Revenue Head – Regional Entertainment, Viacom18 said, “We are thrilled to join hands with India’s leading telecom company Airtel through an innovation-driven marketing concept. While the Phone Booth became a huge hit on the show, the contest received humungous response across traditional and new-age media. We reached out to the combined user base of Airtel and COLORS Marathi through TVCs, on-ground activations, push messages, recorded announcements and messages among other initiatives, making the campaign a massive success.”
Sonali Malaviya, Managing Director, India, Essence, said, “As Airtel’s integrated media agency of record, Essence is excited to partner with Viacom18 and Colors Marathi on this custom content innovation initiative. Leveraging the popular reality television programme Bigg Boss, the idea and execution have enabled us to help drive increased consumer engagement and brand consideration for Airtel in the market. We look forward to collaborating on even more creative opportunities and breakthrough experiences to help Airtel win in the dynamic telecommunications category.”
