Mumbai: MTV, the iconic youth brand, is all set to show to the world what a woman’s rule looks like through the latest season of the channel’s wildly popular show MTV Splitsvilla Season 9. And this season, the show only gets bigger, better and edgier as the power will rest in the hands of the women! The show, which is set to go on air on Saturday, 11th June at 7pm, only on MTV will see Bollywood Actress Sunny Leone back on the show as the Queen of Hearts and MTV VJ and the original Roadie Rannvijay as the knight in shining armour.
Splitsvilla, season after season has enjoyed the status of being the largest platform across TV, mobile and digital with over 100 MN viewers across India (all 4+) tuning in for the last season on air and 130 MN viewers online, the highest number ever for a youth reality show in India. The show premiered at number one and stayed at the top throughout the season.
Along with keeping viewers entertained on air, the show is also known for generating high quality multi-platform content to keep the youth engaged through the course of the show.
Handing over the power to women, Ferzad Palia, Head – Youth and English Entertainment, Viacom18 said, “MTV is known for creating shows that are edgy, cool and that always challenge the status quo. This year, we are going in for a total format change on one of our biggest shows, Splitsvilla. In its ninth season, our young audience will get to watch a show where for the first time ever, women are in power. This change in format also reflects the changing attitudes of today’s youth regarding relationships, their views on gender related issues and the role of women in Indian society. We have received great support from advertisers who have recognized the progressive thought that this format change hinges upon.”
Speaking about their association with the show, Pankaj Rana, Divisional Head – Panasonic Mobility Division said, “Splitsvilla, over the years has developed a very strong association among the youth, we are excited to partner with MTV on this passionate journey as this will be a great platform to interact with the fans. In future also, Panasonic will keep on interacting with youth through different associations.”
Giving the reins of the kingdom to six princesses, fifteen warriors will set out to fend off rival suitors, ensuring survival of the fittest in the kingdom of love. Adding a delicate blend of tradition and modernity to the royal theme, the show has been shot in the wealth of elegant buildings and churches in the colonial white town of Pondicherry where the warriors will employ the art of modern chivalry to impress their potential love interest, the kingdom’s princesses.
Splitsvilla 9 will be supported by a 360 degree marketing push which includes television, radio, print and digital (mobile and web) activation across metros and non-metro target markets. The brand plans to execute an impactful print jacket in a leading city supplement to create buzz and visibility about the new season. To further give prominence and amplify reach across various non-metro and Tier II cities the plan is to execute an outdoor campaign including impactful sites and transit media to cast a wider net. Along with mass media buzz, show leads Sunny and Rannvijay will be driving fan engagement through multiple activities on digital.
To add to this, Splitsvilla 9 is looking to celebrate the power of women by highlighting the theme of the show by pushing out an exciting campaign titled ‘Sorry Boys – The Game is About To Change’ to seek engagement with our audience by making men work to win the hearts of their women. As women rule in the matters of the heart we are focusing on helping men impress the women through this campaign. The campaign will run across radio, brand associations and digital.