Colors has brought onboard Hershey’s Kisses as an Associate Partner for the 16th edition of its reality show, Bigg Boss 16.
The Hershey’s Kisses visicooler is located in the captain’s room and its ownership belongs to the house captain. The contestants use tactics to quell their cravings, keeping the captain happy.
Commenting on the association, Ankit Desai, Marketing Director, Hershey India said, “Bigg Boss is one of the biggest reality shows in India and has achieved a cult status. We are thrilled about our partnership with Bigg Boss, and we feel it’s one of the best platforms to reach our audience. Hershey’s is all about building warm connections and celebrating togetherness and I am glad to see that our indulgent range of chocolates have struck a chord with contestants in the house. The partnership has helped us leverage the massive reach and popularity Bigg Boss enjoys among consumers.”
Pavithra KR – Head, Revenue, Colors, Viacom18 says, “Bigg Boss has reinforced itself as the no. 1 Non-fiction show in the general entertainment category by engaging with the audience every single day. The platform has continued to provide brands with innovative ways to integrate. The collaboration with Hershey’s kisses has helped the brand gain a sweet spot among its target audience through Bigg Boss. Especially, Abdu’s craving for chocolates and the drama around Hershey’s kisses chocolate station in the captain’s room has given numerous organic stories. Hence the brand became a part of the immersive experience of the show.”
