Licious, the associate sponsor of Bigg Boss 16, has created the “Licious Greed Zone” in the house, which occasionally opens up to allow the BB contestants to satisfy their meat cravings. To engage with its audience, the brand will debut in the Bigg Boss kitchen and allow viewers to vote on the Licious app to choose what products will be available for the contestants to eat. The top three voters will also have the opportunity to meet the show’s host Salman Khan.
Speaking about the association, Santosh Hegde, VP, Brand, Licious said, ‘Our partnership with Bigg Boss is a huge pop culture moment for us! Our strategic and steadfast approach to making Licious offerings a part of the BB house has culminated in a breakthrough in the brand collaboration space, especially giving consumers and audiences the chance to vote for their Licious favorites and making them a part of this experience. While our ready-to-eat range was at the heart of it, we are pumped to give the contestants a taste of our diverse portfolio which only goes to show how Licious caters to all types of cravings, both on-screen and off- screen.’
Pavithra KR – Head, Revenue, Colors, Viacom18 says “This year’s Bigg Boss saw a lot of excitement and food cravings especially where meat was concerned. This opened-up an opportunity where we felt that Licious, a D2C, farm to fork platform, found space in the Bigg Boss house. Hence the idea of a Licious Greed Zone germinated for the meat-lovers in the house. We co-created a contest on the Licious app to drive audience engagement and give the viewers the “Power to Choose” from the Licious Menu. For the first time ever, viewers decided the menu that goes inside the house keeping in mind the indulgences and cravings of the housemates. Hence the brand became a part of the narrative and added to the immersive experience of the show.”