MTV Splitsvilla X6 is back with big drama and bigger brands

MUMBAI: MTV Splitsvilla is back in business and Season X6 is playing for keeps. The long-running youth reality favourite returns with a sharper format, louder emotions and a formidable line-up of six sponsors, underlining the show’s continued grip on young India.

Instax by Fujifilm steps in as presenting sponsor, while Sofy, Newme Asia, Envy and Philips join as co-powered by sponsors. Matrix rounds out the roster as a special partner. The show streams on JioHotstar and airs on MTV India.

This season, titled MTV Splitsvilla X6: Pyaar ya Paisa, leans into a question as old as romance itself. Do you follow your heart or cut the smarter deal? With 32 contestants navigating alliances, attraction and ambition, the game raises the stakes by forcing choices between emotional connection and financial advantage. The result is a faster, fiercer version of Splitsvilla where feelings and strategy collide at every turn.

JioStar head of entertainment sales Mahesh Shetty said, the show’s staying power lies in reinvention. According to him, Season 16 sharpens both emotional and strategic gameplay while keeping brand integrations organic and engaging rather than intrusive.

For Instax by Fujifilm, the partnership feels like a natural match. Fujifilm India associate director Arun Babu said, Splitsvilla captures raw emotion and spontaneous moments, values that align closely with the brand’s focus on preserving real memories.

Returning partner Newme Asia also sees continuity as a win. CEO and co-founder Sumit Jasoria notes that the collaboration’s second year promises fresh ideas at the intersection of content and commerce.

Sofy’s assistant general manager Ai Mizushima highlights the show’s ability to open honest conversations with Gen Z, particularly around confidence and hygiene, while Envy’s managing director and CEO Saurabh Gupta points to Splitsvilla as a cultural space where identity, attraction and first impressions matter.

Philips views the association as a natural extension of modern dating culture. Senior general manager for male grooming and skin care Sakshi Jha said, confidence should be effortless and grooming should not add to the drama. Matrix, part of L’Oréal India, echoes the sentiment, with general manager Amrita Sundar calling the show a powerful platform for self-expression through style.

On screen, the familiar faces return. Sunny Leone hosts her tenth season, joined by Karan Kundrra, while Nia Sharma and Uorfi Javed stir the pot as mischief makers, entering the game to unsettle equations and test loyalties.

Premiered on January 9, 2026, the show airs every Friday, Saturday and Sunday at 7 pm on MTV India, with streaming available on JioHotstar. With a refreshed format and strong brand backing, MTV Splitsvilla X6 looks set to reclaim its place at the centre of youth pop culture conversations.