Haier India Returns to the Bigg Boss Telugu House as Associate Sponsor, Marking 7 Consecutive Years of Partnership

Haier Appliances India, the world’s No. 1 global major appliances brand for 17 consecutive years, is back in the Bigg Boss Telugu house for the seventh consecutive year, extending its long-standing association with the franchise as an Associate Sponsor for the landmark Season 10. The association comes as Bigg Boss Telugu returns as part of JioStar’s larger festive-season rollout of six regional editions of Bigg Boss, further strengthening Haier’s connection with Telugu-speaking audiences through one of the region’s most popular entertainment platforms. The partnership will bring Haier’s portfolio of innovative home appliances into the Bigg Boss house, alongside an engaging consumer experience through a dedicated live washing machine task.

As part of the association, Haier will bring its latest range of refrigerators, air conditioners and LED TVs into the Bigg Boss house, placing its technology at the heart of the contestants’ everyday experiences. The integration will feature Haier’s Lumiere 4-Door Side-by-Side Refrigerator, BMR Refrigerator, Spartan Tower AI AC, Gravity AI ACs, and a range of Mini LED TVs, seamlessly becoming part of the house’s daily routines, from everyday living and comfort to entertainment, while giving audiences an authentic glimpse of Haier’s technology in action.

Adding an interactive dimension to the partnership, Haier will also introduce a live washing machine task, bringing the brand’s laundry technology directly into the action. Designed to turn an everyday household chore into an engaging on-screen experience, the task will see contestants interact with Haier’s technology in a fun and relatable format, creating a distinctive brand moment that brings product experience, entertainment and consumer engagement together.

Commenting on the association, Mr. NS Satish, CEO, Haier Appliances India said, “For Haier, regional relevance is an important part of building a strong national brand and Bigg Boss Telugu has played a significant role in helping us strengthen that relevance over the years. The scale of the show, its deep connection with Telugu-speaking audiences and importantly, the sustained engagement it generates make it a powerful platform for us to deepen our relationship with consumers in the region. Our return for the seventh consecutive year, as the show enters its 10th season, reflects the strategic value we see in this partnership. It allows us to bring our philosophy of ‘More Creation, More Possibilities’ to life while strengthening Haier’s position as a technology-led brand that understands and evolves with the needs of Indian households.”

With Bigg Boss Telugu Season 10 set to build on the franchise’s strong regional following, Haier’s association will combine high-impact visibility with experiential brand integration, bringing its proposition of smarter, more innovative living to one of India’s most recognisable entertainment environments.

ABOUT HAIER INDIA

Established in 2003 in India, Haier Appliances India Private Limited (Haier India), is a subsidiary of Haier Singapore Investment Holding Pte. Ltd. which is the world’s leading provider of solutions for a better life. Headquartered in Greater Noida, Haier India is one of the leading brands in home appliances & consumer electronics in the country and the World’s Number 1 Brand in major appliances for 17 consecutive years. Driven by the brand purpose of ‘More Creation, More Possibilities', Haier India is committed to bringing the best-in-segment products for customers, in line with its ‘Make in India’ and ‘Make for India’ philosophy. With almost two decades of expertise in product innovation, Haier has a vast distribution network across the country along with two state-of-the-art manufacturing facilities in Pune and Greater Noida. Backed by superior technology and customer centricity, the product portfolio ranges from refrigerators, air conditioners, washing machines, LED TVs, water heaters, deep freezers, and microwave ovens to kitchen appliances, with a special focus on Indian consumer demands.

ABOUT HAIER GROUP 

Founded in 1984, Haier Group is a leading global provider of better life and digital transformation solutions. Based on the purpose of "More Creation, More Possibilities", we are committed to co-create infinite possibilities for a better life with users, and to co-create infinite possibilities for industrial development with the ecosystem partners.

We've always been user centered, adhered to original technology and built a landscape of two pillars, Smart Living and Industrial Internet. We have built 10 R&D centers, 71 research institutes, 35 industrial parks, 143 manufacturing centers and a sales network of 230,000 nodes around the world. We are the world's only IoT Ecosystem Brand that has been ranked in the Kantar BrandZ Top 100 Most Valuable Global Brands for 5 consecutive years. We also retain the top position in Euromonitor's Global Major Appliances Brand for 17 consecutive years.

We have four listed companies, and our subsidiary Haier Smart Home is named among the Fortune's Global 500 and World's Most Admired Companies. Haier Smart Home was listed on Shanghai Stock Exchange A-share in 1993, CEINEX D-share in Frankfurt in 2018 and Hong Kong Stock Exchange H-share in 2020, is the only company that has achieved an "A+D+H" portfolio in global capital market. We have several global premium brands such as Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, AQUA and Candy, etc., to continuously create the best experience for our users.

We believe: More collaboration will happen when more boundaries are broken, and more valuable relationships are established. Only then will the future of the world be filled with infinite wonderful possibilities.