Bigg Boss Hindi Season 20 is turning into a crowded brand address, with Bajaj Electricals and Swiss Beauty both securing prominent partnerships inside the house this season.
Bajaj Electricals has come on board as co-powered by sponsor, bringing three everyday categories – geysers, mixer grinders and wires – into the kitchen and bathroom spaces where they naturally belong, with branding and logo integration woven into on-air moments. Each category carries its own pitch: mixers on leadership and versatility, geysers on design and comfort, wires on trust and safety, all brought to life through product-led tasks, host Salman Khan’s mentions, the brand’s jingle, audience contests, and a campaign across TV and digital. Chairman Shekhar Bajaj called it a chance to build fresh conversations for a brand that’s lived in Indian homes for eight decades, while CMO Tiny Sengupta noted the house mirrors the everyday homes the brand already serves.
Swiss Beauty, meanwhile, has entered as special partner in the makeup category, following entertainment-led moves like its Harry Potter-inspired collection. Its association – running September 6 to October 18, spanning Navratri through to the festive run-up – includes an in-house presence, a dedicated branded segment, and a parallel ad campaign. Co-founder Mohit Goyal pointed to the show’s constant conversational relevance as the draw, while AVP Shalini Kochhar called it a chance for sustained audience connection rather than one-off visibility.
Together, the two deals underline Bigg Boss’s continuing pull as a multi-category advertising magnet.
