Colors: How an audio technology boosted viewership for a video platform

Colors, the broadcast network, launched its show Bigg Boss in India.

Campaign details

Brand: ColorsLead Agency: Madison MediaRegion: APAC

Strategy

Objective

The launch day target for Bigg Boss was steep – A reach of 20.6 Mn audiences that translated to 8% on the BARC base. With a headstart of a month, the IPL already had a sitting audience built over time. With IPL matches starting at 8 PM, the objective was further compounded by the fact that we would need to coerce a viewer to switch channels in the middle of the match and tune into the launch of Bigg Boss at 9 PM.

Target Audience...

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