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Snapdeal records 1 mn new visitors, thanks to ‘Bigg Boss’ connection

MUMBAI: Online marketplace has claimed to have witnessed over one million new visitors as a result of its innovative programming integration with ‘Bigg Boss 8’.

Taking the initiative forward, Colors and Snapdeal have launched an exclusive Bigg Boss merchandise store for the first time in India.

In September 2014, associated with Colors’ popular reality show ‘Bigg Boss Season 8’ as its title sponsor. Since the launch of the show, the e-retailer, in collaboration with the channel, has introduced a series of seamless integrations which have engaged both the contestants and viewers.

Colors CEO Raj Nayak said, “Joining hands with has given us the window to go beyond conventional integration ideas that will not only enhance the overall viewing experience for the audience but also help our sponsor to reach out to a wider audience base.”

As part of the first phase of the programming integration, was seen as an integral part of the Bigg Boss house in a recent episode aired on 3 October where the contestants were seen competing for points through specially designed tasks and using them to purchase products. SVP of marketing Sandeep Komaravelly said, “This partnership was a strategic move to integrate closely with one of the most popular shows on television. ‘Bigg Boss’ is a popular show and widely viewed across the country. We saw this as the perfect opportunity to reach out to as well as increase our consumer base by engaging with them directly in their homes. The response that we have received till now is encouraging, and we are looking forward to receiving the same in the future as well.”

A special shopping experience was created for the contestants through an interface showcasing products that were essential for sustenance in the house across consumer durables and electronics categories. Through this integration, viewers got an opportunity to see the Bigg Boss contestants shop on the digital marketplace and experience’s Diwali bumper sale.

Furthermore, the first-of-its-kind Bigg Boss merchandise store on now allows fans to own memorabilia from the show. A wide range of products have been specially designed to be made available to the consumers.

Nayak added, “In addition to the above, a special opportunity has been created for Bigg Boss fans to buy exclusive Bigg Boss merchandise from the Snapdeal website. The creation of such opportunities for our viewers as well as Snapdeal customers will enable us to draw synergies which will translate into a win-win situation for both parties. As the weeks progress, we aim to further build our partnership with multiple consumer engagement activities.”

Last week launched the ‘Order Order’ contest for its customers. The contest allows consumers to be part of the show directly by selecting a quirky product for one of the contestants of the Bigg Boss House and citing a reason for doing so. Every week the customer who has the most interesting combination of a product and reason will get the opportunity to speak with host Salman Khan as well as a Bigg Boss contestant.