Rusk Media announces L’ORÉAL PARIS India and Ai+ Nova Smartphone present I-Popstar Volume 2, co-powered by Center Fresh – its original pop music talent IP, with singer Neha Kakkar joining mentors Aditya Rikhari and KING this season along with host Wicked Sunny (Vikalp Dwivedi). Volume 2 is slated to premiere in September, as Rusk Media expands the IP’s footprint across music, entertainment and brand partnerships.
Shantanu Singh, Co-Founder & COO Rusk Media, says “I-Popstar was built to be a franchise; Volume 1 proved the format works and that it travels, we’ve already taken it to Tamil audiences, and the model is designed to keep expanding into new languages and markets. It also proved the audience – a young, music-first fanbase that streamed, shared and kept coming back for the artists long after the season ended, the kind of reach and intent every brand is chasing this festive quarter. With L’ORÉAL PARIS India, Ai+ Nova Smartphone and Center Fresh already on board and Neha, Aditya and KING as mentors, Volume 2 is the next scale-up, for the IP, the audience and the partner ecosystem.”
A homegrown Indian IP, I-Popstar was created by Rusk Media as an original music format for a new generation of Indian audiences. Season 1 established the platform’s ability to take emerging artists beyond the traditional talent-show cycle, building measurable music consumption, social engagement and fandom around the artists and their music. The first season generated 2.06 billion+ song streams across Spotify, YouTube, YouTube Music, Apple Music and Amazon Music. Its breakout track, I’m Done by Maan Panu, accounts for approximately 1.76 billion streams across its two registered releases. The IP also built significant audience momentum with a digital and social footprint of 1.46 billion+ impressions and 68 million+ engagements over the season.
The second season’s partner slate already includes L’ORÉAL PARIS India and Ai+ Nova Smartphone as presenting partners, Center Fresh as the co-powered by partner, and Saregama as music partner, with additional category partnerships currently in discussion. The partnerships reflect Rusk Media’s broader proposition for I-Popstar: an original entertainment IP that gives brands the opportunity to participate in a cultural property and build relevance with young audiences across a whole season.
Gunjan Khetan, Marketing Director, Perfetti Van Melle India, “Freshness has always been at the heart of PVMI’s flagship brand Center fresh. I-Popstar Season 2 brings together fresh music, new voices, and emerging artists who represent the energy of a new generation. Our association with the platform is a natural fit, and through this season, we are excited to celebrate the creativity, individuality, and fresh perspectives that make young talent shine.”
This season will unfold across 18 episodes and three phases with weekly challenges designed to test their performance, originality and ability to build a connection with audiences, under the guidance of mentors and producers.
L’ORÉAL PARIS India and Ai+ Nova Smartphone present I-Popstar Volume 2, co-powered by Center Fresh launches in September. Further details on the contestants, launch and partners will be announced in the coming weeks.
