The 16th Season of Colors Bigg Boss has Licious as associate sponsor.
Licious's one-of-a-kind ‘Licious Greed Zone’ is created in the house, which occasionally opens up the window of surprise for the BB contestants to satiate their meat cravings.
To build excitement and engagement with its audience, Licious debuts into Bigg Boss kitchen with vowing to bring in a new enthusiasm among the viewers as they can vote on the Licious App to choose and decide from the endless range of products that will go inside the house for their favourite contestants to enjoy delectable dishes. To top it all up, and to build more excitement, The Top 3 Lucky voters would get a once in a life time opportunity to “Meat and Greet 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.”