‘MTV Splitsvilla Season X6’ kicks off with six sponsors onboard

MTV Splitsvilla returns with Season X6, streaming on JioHotstar and airing on MTV. The new season has onboarded six sponsors, with Instax by Fujifilm as Presenting Sponsor, SOFY, NEWME Asia, ENVY and Philips joining as Co-Powered By Sponsors, and Matrix coming on board as Special Partner.

Known for its bold take on modern relationships and Gen Z–first storytelling, MTV Splitsvilla X6: Pyaar ya Paisa builds on the franchise’s strong youth connect with a sharper, high-stakes premise. This season centres on the ultimate dilemma ‘dil vs deal’ challenging contestants to choose between genuine romantic connections and strategic financial gains. Featuring 32 contestants navigating challenges, temptations and shifting loyalties, the format raises the emotional and competitive stakes with heightened drama and game play.

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.”

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.”

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.”

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, said: “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 enter as ‘Mischief Makers’, adding unpredictability by disrupting equations and testing relationships at every turn.