I know this all happened a month back, but I have been busy moving house, so there have been a couple of posts stuck in my drafts folder, screaming to be unleashed 
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Two big, new, celebrity-driven TV shows – Masterchef India, and Bigg Boss (Indian Big Brother) – each created music videos as part of their promotional efforts. These videos built lots of buzz, were linked to all over the net, and ran on multiple TV channels.
I’m really curious about whether these types of shows actually need the big celebrity talent behind them. There is a common understanding in India that promoting anything is difficult unless celebrity names are attached. Book publishers often won’t organise launch events for their authors, unless the author can rope in a few Bollywood celebrities, regardless of whether they have anything to do with the book. All these TV shows worked internationally because of the interesting premise, setup, execution, and the naturally unfolding narrative and characterisation that hooked viewers. Anyway, I digress.
The videos are very different.
The Masterchef one is instrumental, with a big kitchen filled with frantic cooks and Akshay zooming around as a conductor of sorts. The music is primarily rhythm based, drawing on the sounds of a kitchen such as pots banging and knives chopping. It is a very fresh treatment.
The Bigg Boss video plays like a very standard Bollywood ‘nightclub’ video. Cheesy rap and singing, nonsense lyrics, background dancers, and Salman Khan looking ‘cool’ in a thousand costume changes.
I tried to figure out viewing stats, but they are both running on so many websites that the numbers would never have been accurate. Anyway, here they are:
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[...] and Colours created music videos to promote their shows Masterchef, and Bigg Boss. While such videos can be played on TV, they are most useful as a viral internet marketing tool. [...]