Maruti Suzuki Scales Bigg Boss Tie-Up to Five Regional Editions — Tamil to Bangla

New Delhi, September 2026: Maruti Suzuki India is widening its Bigg Boss association for the festive season, adding a fifth regional edition after covering four Southern markets last year. The automaker will partner with Bigg Boss Tamil, Telugu, Kannada, Malayalam and Bangla across the JioStar television network and JioHotstar.

The play is built for in-show storytelling, not a logo flash alone. Maruti Suzuki plans brand integrations inside the reality franchise — including customised tasks and experiential integrations — plus presence across JioStar’s TV and OTT inventory. The five-market footprint stretches the brand across Southern and Eastern India when festive attention peaks.

Partho Banerjee, senior executive officer, Maruti Suzuki India, said: “Maruti Suzuki’s journey has always been driven to enrich the lives of its customers through meaningful mobility solutions. Over the years, we have built not only the nation’s most trusted automobile brand but also a deep and enduring relationship with generations of Indian consumers. Our association with Bigg Boss is another such an avenue, helping us bring the Maruti Suzuki story closer to consumers while showcasing our vision for the future of mobility in India.”

Mahesh Shetty, head – Entertainment Sales, TV at JioStar, framed Bigg Boss as a regional engagement engine and called the five-edition scale a fit for a brand selling forward-looking mobility to everyday lifestyles.

Most auto festive spends still chase cricket, film and generic TVCs. Maruti Suzuki is buying language-market intimacy inside India’s stickiest reality format — Southern plus Bangla — where product tasks can feel native, not bolted on. If the integrations stay useful and on-brand, the automaker gets festive reach and cultural proximity from the same buy.

MAM editorial team The strategists and writers at Mad About Marketing, writing up what we see in the work every week.