Mumbai, 10th October 2024: Go Cheese, a leading brand from the house of Parag Milk Foods, announces its collaboration with Bigg Boss Season 18. This strategic partnership will see Go Cheese integrated into the daily lives of contestants within the iconic Bigg Boss house, showcasing the brand’s diverse range of cheese products in a dynamic and engaging setting.

As part of the collaboration, Go Cheese will have a dedicated space called the "Greed Corner" inside the Bigg Boss house, where contestants will indulge in Go Cheese products. This integration not only amplifies visibility throughout the 107-day season, but also ensures that the brand remains top-of-mind for viewers at home. Additionally, exclusive hampers filled with a wide range of Go Cheese products will be offered to the housemates. 

Akshali Shah, Executive Director of Parag Milk Foods Ltd., expressed her enthusiasm for the partnership, stating, “Collaborating with Bigg Boss presents an exciting opportunity for us to showcase our products in a highly engaging and memorable way. By integrating Go Cheese into the everyday lives of both contestants and viewers, we aim to highlight our offerings across diverse culinary experiences. This collaboration marks another successful venture with a popular reality show on a general entertainment platform, reaffirming our commitment to engaging audiences across India.”

 “Bigg Boss’ popularity across television, digital and social media ensures that our partner brands enjoy unparallel reach and engagement across consumer demographics and content distribution platforms. Additionally, through our smart integrations we ensure that the brand is seamlessly woven into the storytelling of the show, thereby greatly reducing ad-fatigue and ensuring the saliency of brand messaging.” Mahesh Shetty, Head – Network Sales, Viacom18, said, adding “ We’d like to welcome Go Cheese to their inaugural Bigg Boss as our first ever cheese category partner.”

As Bigg Boss continues to connect with audiences across both urban and rural markets, this partnership signifies a pivotal moment in Go Cheese’s mission to deliver distinctive food experiences, driving substantial growth during and beyond the collaboration period.