Bengaluru, 9th September 2026: FirstClub, India’s only quality-first grocery app, associates with Bigg Boss Kannada Season 13 as the show’s Official Grocery Partner with the season now live on Colors Kannada and JioHotstar.
Marking the partnership, FirstClub has signed actor Rukmini Vasanth as its brand ambassador, with the association kicking off through an exclusive Bigg Boss Kannada-themed campaign. The campaign will run on JioHotstar and Colors Kannada for the duration of the Bigg Boss Kannada season, bringing together Rukmini’s strong connect with Kannada audiences and FirstClub’s quality-first proposition.
As the best show in Kannada calls for the best quality groceries, FirstClub steps into the Bigg Boss Kannada house as its Official Grocery Partner, bringing its quality-first promise to the everyday lives of the housemates. Through this association, housemates will experience the real difference in their groceries, with FirstClub’s fruits, vegetables and everyday essentials curated to the highest quality standards in Bengaluru, sorted, graded and checked for freshness and bruises before reaching the house. The partnership goes beyond conventional sponsorship, with FirstClub’s groceries becoming part of the housemates’ daily routines, alongside branding across the refrigerator and kitchen area, grocery boxes and bags, aprons and other in-house integrations.
Adding a second, more playful layer to the partnership, the season will also feature a dedicated FirstClub-led task, giving audiences a closer, more experiential look at the brand within the show’s own format.
At the heart of the association is a Bigg Boss-themed campaign starring Rukmini Vasanth, built on a simple idea: if housemates must clear a trial by fire to earn their place in the house, so must every product in FirstClub’s baskets. Opening with a Bigg Boss-style announcement before revealing FirstClub’s quality-first proposition – anchored by the territory ” The Real Boss of Quality, FirstClub”– the film takes viewers behind the scenes of the brand’s quality checks. Fresh fruits and vegetables are screened for sweetness, bruises and size; staples like dal and atta are called out for being unpolished, stone-ground and free of pesticide residue; and dairy is shown clearing rigorous lab tests for purity. Together, these moments make FirstClub’s quality process its own trial by fire, cleared long before a product reaches the Bigg Boss house or a customer’s kitchen. The campaign is set to go live around the show’s premiere.
Commenting on the association, Ayyappan R, Founder & CEO, FirstClub, said, “FirstClub was born in Bengaluru with a simple belief that people deserve better quality in the food they bring home. With Bigg Boss Kannada, we are taking that belief into the house and giving the housemates an opportunity to experience the real difference that better-quality groceries can make in everyday life. As we look to elevate the quality of food in the Bigg Boss house, our larger ambition is to bring the same quality-first experience to homes across Bengaluru, making better quality groceries a part of everyday life.”
Speaking about the association, Rukmini Vasanth said, “I’ve always been a FirstClub customer and have seen the brand’s focus on quality in my own experience. It’s a brand I genuinely like and use at home, so becoming the Brand Ambassador felt like a very natural association for me. I was excited to bring that personal connection into the world of Bigg Boss Kannada and be part of this campaign. It was a lot of fun, and I’m happy to represent a brand that I already know, like and use myself.”
Speaking about the TVC, Deepan Ramachandran, Founder, Mind Your Language!, said, “The fun was in finding the Bigg Boss-ism that could genuinely belong to FirstClub. The show is all about scrutiny, challenges, rules and earning your place. FirstClub operates on exactly the same principle – every product has to clear a stringent quality check before it makes it home. We turned that parallel into the creative idea and used Rukmini Vasanth to give it the larger-than-life energy of Bigg Boss.”
FirstClub’s quality-first credentials will remain central to how the brand shows up through the partnership, both inside the Bigg Boss Kannada house and across the campaign. The brand’s produce goes through rigorous checks for sweetness, freshness and quality before it reaches customers, while staples and everyday essentials are sourced with an emphasis on being unpolished, stone-ground and free of harmful residues, alongside lab-tested dairy. This is backed by a list of 200+ banned ingredients and multi-stage quality checks across categories, reinforcing FirstClub’s positioning as an app where every product has to clear a high bar before it makes it home.
The association will be amplified across Colors Kannada and Jio Hotstar, alongside FirstClub’s digital and social media channels, through the course of the season
About FirstClub
Founded by Ayyappan R, a seasoned leader with extensive experience as Senior VP at Flipkart, CEO of Cleartrip, and previously CBO at Myntra, FirstClub Technology Pvt. Ltd. is a quality-first platform committed to redefining everyday consumption by curating products that meet stringent standards of purity, safety, and transparency. With a clear focus on eliminating harmful ingredients and prioritizing consumer well-being, FirstClub is building a trusted ecosystem for better living. Previously, FirstClub has raised $31M across two rounds led by Accel, with participation from RTP Global, Blume Founders Fund, Quiet Capital, 2am VC and prominent angel investors including Binny Bansal (Flipkart), Kunal Shah (CRED), Mukesh Bansal (Myntra, Cult), Lalit Keshre (Groww), Ankit Nagori (Eatfit), and Shrenik Ghodawat (Sanjay Ghodawat Group).
