Mumbai: OTT platform aha has onboarded a strong lineup of marquee sponsors and leading consumer brands for its upcoming influencer reality show, Top Telugu Influencer, highlighting the growing appeal of creator-led entertainment among advertisers targeting digitally native audiences.
Positioned as India’s first influencer reality show, the property has attracted partnerships across automotive, retail, FMCG, matrimony, technology and content creation services in its inaugural season, reflecting increasing confidence in creator-driven content and the convergence of entertainment, commerce and community engagement.
Leading the sponsorship roster is VIDA Powered by Hero as the title sponsor, with South India Shopping Mall (SISM) and Hatsun joining as co-presenting partners. Santoor Royal Sandal has signed on as the Co-Powered By Partner, while Telugu Matrimony has come aboard as the Special Partner. DigiTag and Flashoot have joined as the Collaboration Partner and Digital Partner, respectively.
Commenting on the growing significance of the creator economy, Ashwin Padmanabhan, Chief Operating Officer, WPP Media South Asia, said, “The creator economy is no longer just a media channel; it is a primary driver of cultural conversations. With ‘Top Telugu Influencer,’ WPP Media is proud to partner with AHA to pioneer a first-of-its-kind entertainment-led IP specifically for Telugu-speaking audiences. By combining creative storytelling with advanced technology, this platform goes beyond standard entertainment to recognise rising creators and establish a new benchmark for how brands can organically engage with regional communities. We are grateful to our brand partners for placing their trust in us and joining hands with us to bring this unique property to life, creating meaningful connections with audiences through the power of creators, content, and culture.”
According to aha, the show has been designed to offer brands opportunities beyond traditional sponsorships through contextual integrations, creator collaborations, content-led storytelling and social-first amplification. The format integrates content creation, audience participation and social media engagement into the competition itself, creating multiple touchpoints for brands to connect with consumers.
Speaking on the partnerships, Umesh, Senior Vice President – Non-Subscription Revenue, Aha, said, “Today’s brands are looking for authentic and culturally relevant opportunities to connect with consumers, and Top Telugu Influencer offers exactly that. Through this show, we have created a unique platform where entertainment, creators and brands come together seamlessly, enabling meaningful integrations that add value to both audiences and advertisers. We are delighted to have sponsors such as VIDA, powered by Hero MotoCorp, Hatsun, South India Shopping Mall, Santoor Royal Sandal by Wipro, Telugu Matrimony, DigiTag and Flashoot, along with several other leading brands participating through inventory partnerships, join us in bringing this vision to life.”
The show brings together some of the region’s leading digital creators, who collectively command millions of followers across social media platforms. By embedding brands within the creator journey, the platform aims to deliver authentic engagement and cultural relevance for advertisers seeking to connect with younger audiences.
Kausalya Nandakumar, Chief Business Officer, Emerging Mobility Business Unit, Hero MotoCorp, said,“We are delighted to collaborate with aha Top Telugu Influencer show. VIDA’s core interest lies in fostering meaningful engagement with both creators and the powerful communities they inspire. Today’s audience values authenticity above all else, and by backing creator-led entertainment, we are helping shape a vibrant ecosystem where culture and creativity thrive together.”
Sharing the retail brand’s perspective, Lalitha Gourishetty, Director, R.S. Brothers, said, “South India Shopping Mall is delighted to associate with AHA’s Top Telugu Influencer Show as the Co-Presenting Partner of India’s first-ever influencer reality show. The digital-first generation is shaping the future of fashion and lifestyle, and this partnership perfectly aligns with South India Shopping Mall’s vision of connecting with the new generation of consumers who seek the latest fashion trends while staying rooted in family values. As a complete family shopping destination, South India Shopping Mall brings together contemporary Gen Z fashion, premium wedding collections, festive wear, and everyday essentials under one roof. Through this innovative platform, South India Shopping Mall looks forward to strengthening its bond with young audiences while continuing to serve generations of families who trust the brand — reaffirming why South India Shopping Mall remains the preferred family shopping destination across the region.”
Industry executives also pointed to a broader shift in regional entertainment marketing, with brands increasingly seeking deeper, participation-led partnerships rather than conventional visibility-focused sponsorships.
S. Prasanna Rai, Senior Vice President – Marketing, Wipro Consumer Care & Lighting, said,“The creator economy is reshaping how young consumers discover, engage with, and build trust in brands. Top Telugu Influencer gives us a unique opportunity to connect with the highly influential female 18–25 audience through authentic stories and creator-led content. Through Santoor Royal Sandal, we are proud to support a platform that celebrates creativity, confidence, and self-expression while bringing our brand purpose of being ‘Always Ready On & Off Camera’ to Life.”
Adding to this, Suman Pal, Head of Media, Wipro Consumer & Lighting, said, “Aha’s top influencer property reflects a clear shift from visibility-led sponsorships to deeply integrated, participation-driven partnerships. It combines the scale of premium entertainment with the influence of digital creators to deliver both reach and authenticity. This creates a more powerful platform for brands to drive not just awareness, but meaningful engagement and cultural relevance. The digital-first format and strong creator ecosystem make it highly aligned with evolving audience consumption patterns. Overall, it sets a new benchmark for how brands can integrate, measure impact, and build deeper connections within the OTT ecosystem.”
Representing the matrimony platform, Arjun, Chief Marketing Officer, Matrimony.com, said, “We’re delighted to come on board as Special Partner for Aha’s first influencer reality show. The format lets us weave Telugu Matrimony into creator-led content and reach young Telugu audiences where they already are.”
With an extensive creator lineup, digital-first storytelling and participation from leading consumer brands, Top Telugu Influencer is positioned to become one of South India’s largest creator-led entertainment properties. The scale of brand participation in its debut season also signals growing advertiser confidence in regional creator-driven content and reflects the evolving role of OTT platforms as integrated marketing ecosystems for brands.
