India is a country where we share a love-hate relationship with our neighbours. They are the greedy ones, the nuisance creators, the gossip mongers and sometimes the close confidants with whom we share our day-to-day ordeals. The character ‘Pinky Padosan (neighbour)’ was a culmination of all these neighbours in one. She is the humorous next-door aunty, who is always meddling in other people’s lives and was the perfect never-seen-before twist, that we needed to introduce this year’s season of ‘Bigg Boss’.

We used one of the nation’s most loved comedians ‘Gaurav Gera’ to bring ‘Pinky Padosan’ to life. She was introduced on social media a week prior to the show telecast with 4 innovative videos where she shared the neighbourhood news. Once the character was established, we revealed the ‘Bigg Boss’ house through her perspective. A caricature of ‘Pinky Padosan’ was created through which we delivered exclusive daily gossip from the house.

Also, To extract the maximum value of the campaign we devised the first ever ‘Limited Period Response System’ in the Hindi GEC category. Audiences were asked to logn on www.colorstv.com/BiggBosskepadosi after watching the 1st episode on 2nd Oct0ber 2017 between 12 to 1 pm and answer a few basic questions about the show. If they got all of them right, they stood a change to stay in Bigg Boss’s house as their neighbor and watch the drama unfold. LIVE!

WE were ABLE TO ACHIEVE MUCH MORE THAN THE SET TARGETS AND THE NUMBERS SPOKE OF THE SUCCESS OF THE SHOW.

¥ Bigg Boss 11, launched on Sunday, 1st Oct ‘17 and the launch episode fetched 2.5% TVR in HSM Urban; 0.6% TVR in HSM Rural & 1.5 TVR% in HSM (Urban + Rural).

¥ Launched episode provided an average increase of 32% in viewership across markets with reach increase being 11% & TSV increase of 19%.

¥ Among other Non – Fiction shows launched on the competition channels in the same week, Bigg Boss ranked top.

¥ On first weekend, Bigg Boss 11 branded as “Weekend Ka Vaar” delivered 2.2% TVR on Saturday episode and 2.4% TVR on Sunday an increase of 8% TVR in HSM Urban showing a positive viewership depicting growth in further weeks.