~ JioStar’s Bigg Boss franchise packs more than 95 sponsors into six language editions national scale with hyper-local brand lists, and a pile of first-time advertisers ~
Mumbai, September 2026: Bigg Boss is entering the festive window as a six-edition advertising machine. Across Hindi, Bangla, Tamil, Telugu, Kannada and Malayalam on the JioStar network and JioHotstar, the franchise has locked in more than 95 sponsors spanning consumer durables, jewellery, automobiles, fintech, personal care, F&B, retail, e-commerce, real estate and lifestyle.
Hosts line up as a who’s-who of language markets: Salman Khan (Hindi), Sourav Ganguly (Bangla), Vijay Sethupathi (Tamil), Nagarjuna (Telugu), Kiccha Sudeep (Kannada) and Mohanlal (Malayalam). Multi-edition brands include HUL, Britannia, Asian Paints, Maruti Suzuki, Godrej Consumer Products, Hero MotoCorp and Mondelez, alongside names such as Ai+ Nova, Star Health, Danube Properties, Haier, Opella Healthcare, ORN.com and Kamla Pasand.
First-timers pile in
The interesting bit for marketers is who is new. In the Southern markets, more than 50% of advertiser participation is first-time; local brands account for about 30% of spend. In Hindi, 70% of advertisers are first-time associations — a signal that the house is still opening doors beyond the usual national roster.
Mahesh Shetty, Head – Entertainment Sales TV, JioStar, said the franchise’s pitch is national scale with local emotion. “Bigg Boss has become the rare franchise that can bring together the scale of a national platform with the cultural relevance and emotional connect of each market it enters. This festive season, bringing together six editions across Hindi, Bangla, Tamil, Telugu, Kannada and Malayalam further strengthens that proposition… In 2025 alone, the franchise recorded a reach of over 500 million, generated 438 billion+ viewing minutes and witnessed 47% y-o-y growth in engagement across six language editions. That strength is further reflected in advertiser trust, with close to 100 sponsors coming on board across the six editions.”
Bhaskar Ramesh, Head – Entertainment Sales, Digital, JioStar, framed the streaming layer as fandom currency. “Audiences no longer just watch Bigg Boss; they follow it, debate it, vote, and actively contribute to its cultural momentum. For brands, that emotional investment creates a powerful opportunity to become part of everyday fandom, not just deliver impressions… With Bigg Boss bringing together six languages and markets this festive season, the franchise offers brands national scale with deep, hyper-local cultural resonance.”
Bigg Boss Bangla is already live (from August 30). Hindi Season 20 and the four South editions are lined up for September 6, with pre-shows such as Common Man (Tamil) and Agnipariksha / Agniparikshe / Agnipareeksha feeding early sponsor inventory. The property remains owned and produced by Banijay Asia and EndemolShine India.
