A Glance into the modern marketeer’s playbook of brand amplification

In the current landscape, content consumption is rapidly shifting towards digital platforms, prompting brands to explore innovative ways to capture and maintain consumer attention. Traditional advertising methods are increasingly challenged by ad fatigue and the growing demand for seamless, non-intrusive experiences. In this context, strategic brand partnerships with popular TV shows and streaming series have emerged as a powerful tool for driving visibility, narrative alignment, and deeper consumer engagement.

This is where high impact shows like Bigg Boss come into play. With the primary objective of the brand being optimum visibility and deep  resonance  with audience, a platform like Bigg Boss provides the right mix. By integrating their products and services into the fabric of the storyline, brands aim to tap into the emotional and immersive experiences that such shows offer. The goal is to create a powerful connection with viewers that goes beyond traditional advertising, resulting in strengthened brand recall, loyalty, and perception.

To highlight a case in point, Glance strategically partnered with Bigg Boss 17 to leverage the show's mass appeal and dynamic nature. The brand’s integration into the show was carefully designed to be both seamless and impactful. Key initiatives included the introduction of the ‘Glance Screen’ within the Strategy Room and direct brand mentions by the host, Salman Khan. These integrations ensured that Glance became an integral part of the viewing experience, rather than just a passive advertisement.

Furthermore, Glance utilized its platform’s capabilities to offer viewers real-time updates, strategic advice, and interactive tasks related to Bigg Boss, transforming smartphones into hubs of show-related action. This not only amplified viewer engagement but also positioned Glance as a vital component of the Bigg Boss experience.

The partnership had a significant impact on Glance’s brand performance. During the airing of Bigg Boss 17, Glance saw a substantial increase in brand awareness, moving to the top 30 percentile of Kantar Norms. The brand’s total awareness saw a 31.9% increase among Bigg Boss viewers, a notable improvement compared to non-viewers. This uplift was largely driven by Glance’s strategic presence in key moments of the show.

Bikash Chowdhury, Chief Marketing Officer, Glance, commented on the partnership, “The theme last year at Bigg Boss was Dil, Dimaag aur Dum, and Glance being a smart lock screen, we saw a good fit with the dimaag theme highlighting the smart aspect of the platform. Glance explored a deep 90-day integration across the show format which led to a significant impact. Glance users that watched Bigg Boss had a 2X higher brand awareness and we also saw nearly 7X increase in association between Glance and smart lock screen.”  

Viewers strongly associated Glance with attributes like "fresh content" and "high-quality, relevant content," enhancing the brand's perceived value and standing within competitive contexts. The seamless integration of Glance into the show’s narrative also boosted consumer engagement, turning passive viewership into active participation. This partnership not only leveraged the show’s appeal but also showcased the ability to revolutionize audience engagement through Reality TV.

Mahesh Shetty, Head – Network Sales, Viacom18, talked about how Bigg Boss helps brand grow, “In a cluttered environment where brand visibility is often challenging, Bigg Boss is a platform that helps brands break clutter. Its reach, consistent engagement across TV, OTT, and social platforms, coupled with its duration of 100+ days, ensures that everyday consumers across mediums will see, experience, and even interact with the partnering brands. This extensive exposure across touchpoints boosts brand recall and bolsters growth by driving deeper consumer connections and enhancing brand perception across diverse demographics and for various categories.”

Overall, Glance's strategic integration with Bigg Boss 17 serves as a prime example of how meaningful partnerships can deliver substantial ROI for advertisers. By driving perceptions of freshness and quality, Glance successfully capitalized on the mass appeal of Bigg Boss, resulting in long-lasting brand impressions and setting a benchmark for future brand integrations in entertainment.