India, Sep 17: Bajaj Electricals Limited has come on board as Co-Powered By Sponsor for Bigg Boss Hindi Season 20, placing three of its everyday household categories Geysers, Mixer Grinders and Wires — inside one of India’s most-watched entertainment properties.
For a brand that has been part of Indian homes for eight decades, the fit is a natural one. The kitchen and bathroom of the Bigg Boss house where Mixers and Geysers live every day become the brand’s stage, with Bajaj Electricals branding across those spaces and its logo woven into relevant on-air moments through the season.
The three categories will each carry a distinct proposition into the show: Mixer Grinders for leadership, versatility and everyday relevance; Geysers for design, innovation and comfort; and Wires for newness, trust and safety. Beyond static branding, they will feature in product-led tasks that bring these propositions to life inside the house supported by mentions from host Salman Khan, the familiar Bajaj jingle, audience contests, and advertising across television and digital.
The timing is deliberate. The partnership arrives as Bajaj Electricals sharpens its focus on its consumer business and broadens its portfolio using a platform with genuine national reach to bring its evolving range closer to the households it already serves.
Shekhar Bajaj, Chairman, Bajaj Electricals Limited, said:
“Bajaj Electricals has lived in Indian homes for over eight decades, trusted by one generation after another. As a brand born in India, partnering with a widely loved show, Bigg Boss, provides us an opportunity to present our product range and build conversations around it with our audiences of today.”
Sanjay Sachdeva, Managing Director & CEO, Bajaj Electricals Limited, said: “
This association comes at an exciting point in our journey where we are transforming our brands and our organisation to create relevance for our consumers today. As we strengthen our consumer business, a platform like Bigg Boss gives our key and continuously innovating categories like Geysers, Mixers and Wires a stage with real connect across our country, helping us make the brand more relevant for Indians of today and tomorrow.”
Tiny Sengupta, Chief Marketing Officer, Bajaj Electricals Limited, said:
“Bajaj Range of products have always been a partner for most Indian homes, whether its consumers of Bharat or India, we have offerings that caters to all economic to premium range of home needs. The Bigg Boss house is simply a representation of those consumers and that very Indian homes, where our products are made visible, making it the right place to show how our categories seamlessly fit into everyday life, in a way audiences find familiar and engaging.”
A JioStar spokesperson said,
“Bigg Boss is one of India’s biggest and most iconic entertainment properties, with unmatched scale and audience connect. We are pleased to welcome Bajaj Electricals to Season 20 of Bigg Boss Hindi. The association will bring the brand into the heart of the property through relevant integrations, creating meaningful connections with audiences nationwide.”