Mumbai: MTV Splitsvilla, one of India’s most iconic youth reality franchises, has returned with its latest season, MTV Splitsvilla X6, streaming on JioHotstar and airing on MTV. The new season comes with a strong sponsor line-up, featuring Instax by Fujifilm as the Presenting Sponsor, SOFY, NEWME Asia, ENVY and Philips as Co-Powered By Sponsors, and Matrix as the Special Partner.
Known for its bold take on modern relationships and Gen Z–first storytelling, MTV Splitsvilla X6: Pyaar ya Paisa introduces a sharper, high-stakes premise that places contestants at the crossroads of emotion and ambition. Built around the central dilemma of ‘dil vs deal’, the format challenges participants to choose between genuine romantic connections and strategic financial gains. This season features 32 contestants navigating intense challenges, temptations, and shifting loyalties, raising both emotional and competitive stakes.
Speaking about the franchise’s continued evolution, Mahesh Shetty, Head – Entertainment Sales, JioStar, said, “MTV Splitsvilla has remained relevant by constantly reinterpreting youth culture rather than repeating itself. Season sixteen sharpens the format with higher emotional and strategic stakes, allowing the franchise to evolve while staying true to its core. The format lends itself seamlessly to brand presence that feels native rather than interruptive, enabling sponsors to move beyond visibility to real engagement. The strong and diverse sponsor lineup this season reflects in the breadth of sponsor participation this season.”
Commenting on the association, Arun Babu, Associate Director – Fujifilm India Pvt. Ltd., said, “We are delighted to partner with MTV Splitsvilla X6 as the Presenting Partner. At Instax, we believe the most powerful stories are built on real emotions and unforgettable moments- exactly what Splitsvilla captures so authentically. The show’s strong cultural relevance and deep connect with young audiences make it a natural fit for our brand. Through this association, we aim to celebrate candid connections, spontaneous memories, and moments that deserve to be held onto forever. We look forward to an exciting and impactful season ahead.”
Sumit Jasoria, CEO & Co-founder, NEWME Asia, added, “MTV Splitsvilla partnership for us is always special and associating with the team again for the second year is a testament to our success of last year’s partnership. We are bringing some really cool ideas with the team which will shape the future of content and commerce in India. Looking forward to a great successful partnership this year as well with the team.”
Highlighting the brand’s continued engagement with youth audiences, Ai Mizushima, Assistant General Manager, SOFY, said, “SOFY has always stood for the youth; for being real, relatable, and unapologetically supportive of every menstruator’s journey. We believe periods should be spoken about with honesty, not hesitation. The collaboration between Sofy and MTV Splitsvilla has been instrumental in allowing us to connect deeply with our core Gen Z audience. The partnership provided a truly immersive and relevant platform to showcase the Sofy AntiBacteria proposition, particularly the focus on hygiene and confidence. The brand impact and engagement we have seen far exceeded expectations, proving the power of this premium digital environment to drive meaningful consumer connection and brand preference.”
Saurabh Gupta, Managing Director & CEO, Hamilton Sciences (ENVY), said, “MTV Splitsvilla has always been a space where attraction, emotions, and self-expression play out in an unfiltered, authentic manner, making it a strong cultural touchpoint for today’s youth. ENVY aligns naturally with this environment, as the brand is built around presence, confidence, compliments and the impact one creates simply by showing up. As the season unfolds, ENVY integrates into moments that feel instinctive and personal, reflecting how fragrance becomes an extension of identity rather than just an accessory. This association allows us to engage with audiences in a setting where individuality matters and first impressions count, further strengthening ENVY’s relevance among viewers who value confidence, chemistry, and subtle attraction.”
Sharing Philips’ perspective, Sakshi Jha, Senior General Manager – Male Grooming & Skin Care, Philips, said, “At Philips we recognize the energizing power of looking and feeling your confident best and there is no other place where this matters more than the modern-day dating scene. With its complexities and peculiarities, dating drama is tough enough to navigate, grooming shouldn’t be. Philips Body Groomers keeps you sorted, styled and sharp and our association with Splitsvilla allows us to seamlessly integrate Philips Body Groomers into a world where confidence, authenticity, and individuality take center stage.”
Amrita Sundar, General Manager, Matrix, L’Oréal India, added, “Matrix is delighted to announce its strategic partnership with JioStar for the highly anticipated Season X6 of MTV Splitsvilla. The iconic show of MTV Splitsvilla has an unparalleled connection to the GenZ demographic, and presents an exceptional platform to demonstrate Matrix’s cutting-edge professional, easy-to-use hair care, color, texture, and styling solutions which enables individuals to embrace their unique identity and express themselves with confidence. This collaboration is a testament to our commitment to supporting hairdressers and consumers with many opportunities for dynamic self-expression. We are eager to see how Matrix will bring an exciting dimension of professional style to one of India’s most influential youth entertainment properties.”
The season premiered on January 9, 2026, and airs every Friday, Saturday, and Sunday at 7 PM on MTV India, with streaming available on JioHotstar. Sunny Leone returns for her tenth season as host, joined by Karan Kundrra, while Nia Sharma and Uorfi Javed step in as ‘Mischief Makers’, adding unpredictability by disrupting equations and testing relationships throughout the season.
With its refreshed format, high-voltage drama, and strong brand partnerships, MTV Splitsvilla X6 is set to once again dominate youth conversations across screens and social platforms.
