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Splitsvilla 9 ropes in 8 advertisers; plans 360 degree marketing push

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MUMBAI: MTV is all geared up to bring MTV Splitsvilla season 9 on 11 June at 7 pm. The show will see Bollywood actress Sunny Leone back with Rannvijay. 

With Panasonic Smart Phones as the title sponsor and Schmitten Chocolates and OLX as the co-presenting sponsors, the show also has Big Boy Toyz, Envy 100 Crystal Deos and Manforce as the powered by sponsors, while Macho and Gillette Venus are on board as the associate sponsors.

Handing over the power to women, Viacom18 head youth and English entertainment Ferzad Palia said, “MTV is known for creating shows that are edgy, cool and that always challenge the status quo. This year, we are going in for a total format change on one of our biggest shows, Splitsvilla. In its ninth season, our young audience will get to watch a show where for the first time ever, women are in power. This change in format also reflects the changing attitudes of today’s youth regarding relationships, their views on gender related issues and the role of women in Indian society. We have received great support from advertisers who have recognized the progressive thought that this format change hinges upon.”

The network claims that the show season after season has enjoyed the status of being the largest platform across TV, mobile and digital with over 100 million (10 crore) viewers across India (all 4+) tuning in for the last season on air and 130 million (13 crore) viewers online, the highest number ever for a youth reality show in India.

Speaking about the association with the show, Panasonic Mobility Division head Pankaj Rana said, “Splitsvilla, over the years has developed a very strong association among the youth, we are excited to partner with MTV on this passionate journey as this will be a great platform to interact with the fans. In future also, Panasonic will keep on interacting with youth through different associations.”

Hailing female power in every sense, Splitsvilla 9, an amalgam of love and power-play, gives more power to women with its new theme, Where Women Rule. Giving the reins of the kingdom to six princesses, fifteen warriors will set out to fend off rival suitors, ensuring survival of the fittest in the kingdom of love. Adding a delicate blend of tradition and modernity to the royal theme, the show has been shot in the wealth of elegant buildings and churches in the colonial white town of Pondicherry where the warriors will employ the art of modern chivalry to impress their potential love interest, the kingdom’s princesses.

To make this season bigger than ever, Splitsvilla 9 will be supported by a 360 degree marketing push which includes television, radio, print and digital (mobile and web) activation across metros and non-metro target markets. The brand plans to execute an impactful print jacket in a leading city supplement to create buzz and visibility about the new season. Further giving prominence and amplifying reach across various non-metro and tier II cities, the plan is to execute an outdoor campaign including impactful sites and transit media to cast a wider net.  Along with mass media buzz, show leads Sunny and Rannvijay will be driving fan engagement through multiple activities on digital.

The show  is also looking to celebrate the power of women by highlighting the theme of the show by pushing out an exciting campaign titled ‘Sorry Boys – The Game is About To Change’ to seek engagement with our audience by making men work to win the hearts of their women. As women rule in the matters of the heart we are focusing on helping men impress the women through this campaign. The campaign will run across radio, brand associations and digital.

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