MTV has announced the 10th season of its flagship non-fiction property Splitsvilla with a renewed take on the concept of dating, sporting the theme ‘Catch Your Match’. The show that premiered on July 23 at 7pm, has got Vivo as the presenting sponsor for MTV Splitsvilla X, while the co-powered by sponsors are Denver Deodorants, Syska Personal Care, PC Jeweller and Manforce and Hike Messenger as the associated sponsor.
The latest season will be hosted by MTV VJ Rannvijay Singha and Bollywood’s femme fatale, Sunny Leone who will enable the contestants to discover if there is any science behind falling in love.
Splitsvilla, the cult show revolving around dating and relationships, has only been steadily rising in popularity since it hit Indian television 10 years ago. The channel claims that the last season attracted a massive viewership from among its core target audience, which stood at 19 million across the all-India 15-21 years of age group and 100 million across the all-India All 2+. With such strong following, the latest season promises to bring in more audiences with its unique new twist while retaining the fun-filled flavour that Splitsvilla is known for.
Ferzad Palia, Head, Youth, Music and English Entertainment, Viacom18 said, “Splitsvilla is the biggest youth reality show in India. In its landmark 10th season, it is watched by 150 million Indians across platforms every year. And we keep growing with every passing season in both viewership and advertising revenues! We at MTV take great pride in this being a 'home grown original' format. This year we're upping the game to a new theme – 'Catch Your Match', where it's 'heart vs head'. Great excitement in store for our 10th anniversary.”
Vivek Zhang, CMO, Vivo India said, “Splitsvilla embarked on to establish new rules of youth programming over a decade ago and today enjoys being one of the most watched show by youth. Splitsvilla showcases relationships, relevant for today’s young generation much like Vivo, a brand that believes in surprising the audience with its innovation. With Splitsvilla witnessing its 10th anniversary this year, we are hopeful that our core target audience, i.e. the youth, will find it even more thrilling and will be a memorable season for the contestants and the millennial generation. We congratulate MTV on running nine successful seasons and we wish Splitsvilla X Season 10 tremendous success.”
Along with the main sponsors, Iarra and Macho have also come aboard as the associate sponsors; Voot as the streaming partner, Red FM as the Radio Partner, Jawed Habib as the Salon Partner, Café Creame as the Café Partner, Gianis as the Hangout Partner and Florista as the Gifting Partner.
With every new season of Splitsvilla, MTV comes up with a fresh new theme to keep the youth glued to their TV screens. The theme for the latest season of Splitsvilla has been conceptualised keeping in mind the psyche of the youth of today. With so many dating apps available to them and the mathematical formula involved to find ‘the one’, MTV thought it would be great to employ the same thought and see whether there’s any science involved behind falling in love in today’s day and age with the theme ‘Catch Your Match’.
To reach out to the youth across the nation the show will be supported by a 360-degree marketing push by creating multiple touch points using mediums like TV, outdoor, print, radio, brand associations and digital.