India’s iconic youth reality franchise, ‘MTV Splitsvilla’, is back with its much-anticipated Season X6, titled ‘Pyaar ya Paisa’, streaming on JioHotstar and airing on MTV India. With a sharper, high-stakes premise that tests contestants’ choices between love and financial gains, the season promises heightened drama, intense gameplay, and fresh twists to keep its Gen Z audience hooked.

According to a press release from MTV and JioStar, Season X6 has onboarded six sponsors for its latest edition. Instax by Fujifilm returns as the Presenting Sponsor, while SOFY, NEWME Asia, ENVY, and Philips join as Co-Powered By Sponsors. Matrix comes on board as the Special Partner. The franchise, known for its bold take on modern relationships, features 32 contestants navigating temptations, challenges, and shifting loyalties, all under the watchful eyes of its viewers.

Highlighting the season’s brand partnerships, Mahesh Shetty, Head – Entertainment Sales, JioStar, said, “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 sponsors echoed their enthusiasm for the collaboration. Arun Babu, Associate Director – Fujifilm India Pvt. Ltd., emphasized how Splitsvilla captures authentic moments and real emotions, aligning with Instax’s brand philosophy. SOFY’s Ai Mizushima highlighted the platform’s ability to engage deeply with Gen Z audiences, while ENVY’s Saurabh Gupta noted the alignment of the show’s unfiltered youth expression with the brand’s identity. Philips, through Sakshi Jha, spoke of integrating grooming into the dating drama’s context, and Matrix’s Amrita Sundar underscored how the partnership allows the brand to showcase hair care solutions while promoting self-expression and confidence. NEWME Asia, represented by Sumit Jasoria, shared plans to leverage the season for innovative content-commerce integrations.

Season X6 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 as the host for her tenth season, alongside Karan Kundrra, with Nia Sharma and Uorfi Javed joining as ‘Mischief Makers’ to disrupt equations and test relationships throughout the season. With its refreshed format and star-studded sponsors, ‘MTV Splitsvilla X6’ is poised to dominate youth conversations across screens and social platforms.