So, we decided to surprise the cynics. Rather than talking to the masses via the media, we decided to put the spotlight on few of the biggest, unapologetic and ruthless cynics of our country - our creative idea being to co-opt with them and integrate them into the show. By including the naysayers into the Bigg Boss narrative, we felt that even if we couldn’t beat the cynics or change their point of view, we could at least give them a first-hand experience of the show. We’re all in awe of the spotlight the first time around, right?

• Media Experiential: 14 select national media were mock contestants for a day as they underwent tasks and eliminations

• Spotlight on Newsmakers: At the show’s launch in October 2015 and its culmination in January 2016, we put four nationally-renowned thought leaders and opinion makers in the spotlight. Over the course of 5 hours on-air split across two episodes, they quizzed the contestants, tested their aptitude and rationality, subsequently becoming unprecedented ambassadors of the show

• Regular Catch-up Sessions: Enabled news anchors from popular news channels to connect with the contestants LIVE every week,thus updating the viewers about the developments within the Bigg Boss house.

• Televised Press Conference: 5-minute on-air segments every weekend to national media giving them the power to determine the fate of a nominated contestants.

• Radio Engagement: Multiple award-winning RJ Malishka, was given the power to orchestrate thetasks and shape the contestants’ future on the show

The 75% positive tonality of the stories changed mindsets among the advertisers leading to 100% advertising inventory during the period of the show being on-air

While the 4 newsmakers from India’s top 3 news channels gained a cumulative 5 hours on-air time on Colors, Bigg Boss gained 45 minutes of quality playout equivalent to over Rs.2.5 million in advertising savings. A ripple-effect – their 7.5 million followers tuned-in to watch the show. PR-wise, the show garnered more than 154 hours of earned news channel playout and 8,273 print and online impressions.

With popular news personalities talking about the show, Bigg Boss amassed enough political attention as a result. The show gained so much credibility that the Indian PM, Narendra Modi used examples of Bigg Boss as a metaphor to describe the strategies of the opposition.

Thus we regained lost perception, and changed millions mindsets at a time..