Mumbai: In recent years, the integration of brands into popular reality TV shows has become a trend, providing a unique opportunity for companies to engage with their consumers. One such brand that has successfully leveraged this strategy is Freedom Oil, which has made a significant impact by aligning itself with the widely popular reality TV show, Bigg Boss.
Freedom Oil strategically chose Bigg Boss as a platform to enhance its brand visibility. Bigg Boss, with its massive viewership and diverse audience, serves as an ideal medium for brands to engage with consumers from various demographics. By associating with the show, Freedom Oil has successfully embedded its brand into the daily lives of millions of viewers, creating a powerful connection with its target audience.
Indiantelevision.com caught up with GEF India (Freedom Oil) senior VP, sales & marketing P Chandra Shekhara Reddy to discuss more on this collaboration.
Edited excerpts
On the thought process behind selecting reality TV shows and the role they play in marketing the products
Reality TV shows like Big Boss often boast a wide viewership across diverse demographics. Our decision to associate with such shows is strategic. These platforms offer an extensive reach to engage with our target audience in a more relatable context. The shows’ popularity allows us to showcase our product's qualities in an environment where viewers are receptive to new information and products.
On the effectiveness of sponsorships, like Freedom Oil's presence in Big Boss, in reaching out to their target audience?
Sponsorships in high-visibility programs like Big Boss provide a unique opportunity to connect directly with our target consumers. These collaborations offer visibility and brand recall, enhancing our market presence and fostering brand familiarity among viewers.
On seeing Freedom Oil's association with Big Boss making you more or less likely to consider purchasing their products
Consumer behavior is subjective. Some may find the association with Big Boss positively impactful, while others may not consider it a decisive factor in their purchasing decisions. However, the goal is to create brand recognition and recall, and such associations contribute to that objective.
On collaborations between brands and popular reality TV shows significantly impacting consumer behaviour or buying decisions
While there might not always be direct, immediate impacts on consumer behavior, long-term exposure to our brand through such collaborations reinforces brand awareness. It contributes to a brand's overall presence in the consumer's awareness level, influencing buying decisions over time.
On brands engaging with consumers through entertainment shows affecting your brand loyalty in their products
Importance of Brands Engaging Through Entertainment Shows: Engaging with consumers through entertainment shows is indeed important in today's competitive market. It helps in building an emotional connection between the brand and its audience. While not the sole strategy, it does not contribute significantly to maintaining brand loyalty and helps to sustain consumer interest.
On brands utilising different marketing platforms rather than associating themselves with reality TV shows
Diversification in marketing strategies is key. While associating with reality TV shows has its advantages, a comprehensive marketing plan should involve various platforms and strategies to cater to diverse consumer preferences. We continuously explore and evaluate different channels to ensure a well-rounded marketing approach.
In essence, our partnership with shows like Big Boss is part of a broader marketing strategy aimed at engaging with our audience effectively. We value all feedback and continuously strive to refine our approach to meet consumer expectations while maintaining brand relevance and integrity.
