Mumbai: In its 16-year history, Colors’ Bigg Boss has come a long way and evolved into a sensation in the television entertainment industry.

For its 16th season, the Bigg Boss production crew has teamed up with Priyagold Hunk Chocolates as a taste partner, to provide mouth watering delicacies at a ‘chocolate station’ for the participants this year. The ‘Priyagold Hunk Chocolate Station’ will be given to the captain, also known as the ‘genuine hunk’ of the house. As a result, it gives the contenders the authority to share the chocolates with the other residents of the home, resulting in natural consumption moments that are woven into the plot. This increased their target audience's level of engagement.

Commenting on the association, Priyagold Hunk Chocolates director Shekhar Agarwal said, "This year the Bigg Bosshouse has been greeted with a sweet surprise with our coveted ‘Priyagold Hunk Chocolate Station.’ The drool-worthy surprise gives the ‘Hunk’ of the Bigg Boss house the power to share the chocolates with the other housemates based on his/her liking. We hope the association with this blockbuster reality show will be the first of many to follow. The collaboration has allowed us to scale up our presence in tier II and III cities and gain traction as a premium chocolate bar across consumer segments."

Adding to this, Viacom18 Colors revenue head Pavithra KR stated, "Bigg Boss is a unique format with daily engagement and is part of most daily conversations; it has reinforced itself as the No. 1 non-fiction show in the GEC genre. The platform continues to provide brands with innovative ways to integrate, making it a part of the storytelling that leads to organic moments for the brand. Bigg Boss is an advertiser's delight. When used creatively, the brand becomes a part of the narrative, which adds to the immersive experience of the format."