How Bigg Boss Drives Brand Engagement Across Six Languages

According to Mahesh Shetty, head of TV and entertainment sales at JioStar, Bigg Boss has continually raised its production standards and cultural relevance. The show’s multi‑language rollout this season marks the biggest celebration in its history, creating a shared cultural moment that brands can tap into. By converting passive viewers into active participants through live feeds, real‑time voting, and chat features, the franchise has recorded a 47% year‑on‑year rise in audience engagement, turning viewers into loyal brand advocates.