JioStar’s popular reality show franchise, Bigg Boss, is set to enter the 2026 festive season with an impressive roster of over 95 sponsors. This extensive sponsorship base spans six language editions, including Hindi, Bangla, Tamil, Telugu, Kannada, and Malayalam, solidifying its position as a major multi-market advertising platform.
The franchise leverages a unique combination of national scale and local relevance. This approach allows major brands to connect with audiences across diverse markets while also enabling tailored engagement for individual regions. The various editions are fronted by prominent personalities: Salman Khan hosts the Hindi version, Sourav Ganguly leads the Bangla edition, Vijay Sethupathi takes the helm in Tamil, Nagarjuna hosts in Telugu, Kiccha Sudeep presents in Kannada, and Mohanlal guides the Malayalam version.
Bigg Boss Bangla launched on August 30, 2026, with the highly anticipated Hindi Season 20 and the four South Indian language editions scheduled to premiere on September 6. The wide array of sponsors represents diverse categories such as consumer durables, jewellery, automobiles, fintech, personal care, food and beverages, retail, e-commerce, real estate, and lifestyle.
National Brands Expand Reach
Several large national brands are strategically utilizing the Bigg Boss franchise across multiple language editions to broaden their market presence. Key sponsors include HUL, Britannia, Asian Paints, Maruti Suzuki India, Godrej Consumer Products, Hero MotoCorp, and Mondelez. Other prominent brands like Ai+ Nova Smartphone, Star Health Insurance, Arvind Labs, Danube Properties, Haier, Opella Healthcare, ORN.com, and Kamla Pasand Pan Masala are also associated with the show across various markets.
Regional Advertisers Bolster Participation
The sponsor mix is significantly enriched by a substantial number of regional and local advertisers, particularly in the Southern editions. JioStar reports that over 50% of advertiser participation in Southern markets comes from new advertisers, with approximately 30% of advertising spends driven by local businesses. The Hindi Bigg Boss edition is also seeing robust participation from new brands, with 70% of its advertisers making their first association with the franchise.
Unprecedented Audience Engagement
The franchise's strong advertiser proposition is underpinned by its massive audience scale and engagement. According to JioStar, Bigg Boss achieved a reach of over 500 million viewers in 2025, generated more than 438 billion viewing minutes, and registered an impressive 47% year-on-year growth in engagement across its six language editions. Beyond the main shows, the franchise extends its reach through various pre-shows, including 'Common Man' in Tamil, 'Agnipareeksha' in Malayalam, 'Agnipariksha' in Telugu, and 'Agniparikshe' in Kannada.
With over 95 sponsors across six editions, JioStar is positioning Bigg Boss as a unified entertainment property that effectively integrates television and streaming platforms, caters to both national brands and regional advertisers, and combines broad reach with highly specific market engagement.