Maruti Suzuki India has widened its association with Bigg Boss, extending its partnership to five regional editions this festive season – Tamil, Telugu, Kannada, Malayalam, and Bangla. The expansion marks a step up from last year, when the automaker’s tie-up was limited to four Southern-market editions.
The deal will run across JioStar’s television network and its streaming platform, JioHotstar, and will include brand integrations woven directly into the show. These span customised tasks and experiential activations designed to embed Maruti Suzuki within the show’s format, alongside broader visibility across JioStar’s TV and OTT footprint.
Mahesh Shetty, Head – Entertainment Sales, TV at JioStar, called Bigg Boss a dominant force in regional entertainment, pointing to its consistent viewer engagement and cultural pull across markets. He positioned the format as a natural storytelling platform for Maruti Suzuki, aligning the brand’s focus on forward-looking design and mobility with the show’s wide regional reach, and noted the scale-up to five editions reflects JioStar’s ability to deliver tailored engagement at scale.
Partho Banerjee, Senior Executive Officer at Maruti Suzuki India, framed the association as part of the brand’s larger mission to build meaningful, lasting relationships with Indian consumers. He noted the tie-up helps bring the Maruti Suzuki story closer to audiences while reinforcing the company’s long-term vision for mobility in India.
With this expansion, Maruti Suzuki now holds a footprint across regional-language Bigg Boss editions spanning Southern and Eastern India, timed strategically around the festive season’s peak viewership window.
