JioStar, a global media and entertainment company, with flagship channels such as Star Plus, Colors TV and Asianet, collaborated with Danube Properties across India & Middle East for the recently launched Hindi reality show Bigg Boss.

The main goal of this association was to provide Danube Properties with a much wider and diverse audience, in particular Indian and South Asian communities in both India and the Middle East. Hosted by megastar Salman Khan, the show continues to deliver impactful viewership and high audience engagement year after year, making it a powerful platform for brands to connect and engage with diverse audiences.

The campaign was executed through a collaborative effort between Danube and Jiostar MENA, with both parties equally involved in planning and implementation.

A strategic cross-market partnership

Built for long-term impact, the collaboration goes beyond conventional logo placement. Danube opted for deeper integration with Bigg Boss, tapping into the scale and emotional resonance of one of the region’s most-watched shows among South Asians.

Rather than running a traditional media push or using Danube’s owned channels, the focus was on maximising awareness through organic shares and curated amplification across popular social pages. This allowed the campaign to connect directly with Bigg Boss’ highly engaged audience base.

By positioning itself within the cultural energy of the show, Danube becomes part of the wider conversation – not just a sponsor, but a storyteller. The brand benefits from the drama, star power and weekly momentum Bigg Boss brings to millions of homes, placing its name in front of viewers who may be considering investment opportunities in Dubai’s real estate market.

Short snippets from the Bigg Boss integration were circulated to build organic buzz and reach a wider community of viewers online.

Reaching audiences where they already are

Danube Properties core philosophy focuses on making real estate in Dubai accessible and appealing to a wide range of people by offering easy payment plans, on-time project delivery, and lifestyle-focused communities. Associating with a show like Bigg Boss fits perfectly with this idea of reaching out to everyone in a simple, relatable way. This initiative is about being close to the people, understanding what they enjoy, and linking that energy to the brand’s promise of quality, affordability, and trust.

JioStar continues to invest in audience insights and integrated marketing solutions to help brands reach high-value consumer segments with greater precision.

Rizwan Sajan, Founder and Chairman of Danube Group, echoed this view, stating, “Bigg Boss has always enjoyed immense popularity among Indian audiences worldwide, and in the Middle East, its appeal goes far beyond the Indian subcontinent. Even Arab viewers are tuning in with great interest. I believe this year’s season is set to top the charts like never before.”

Presently, Indians represent the largest share of real estate buyers in Dubai, underscoring the growth potential in this segment. JioStar Middle East team continues to deliver integrated marketing solutions backed by robust audience insights, enabling brands to engage effectively with high-value consumer markets.