Rusk Media Brings Ai+ Nova Smartphone, Godrej, Farmley and Denver Onboard for I-POPSTAR Tamil

Rusk Media has unveiled I-POPSTAR Tamil, a new original music reality format on its OTT platform Alright! TV, with a multi-brand sponsorship roster comprising Ai+ Nova Smartphone, Farmley, Godrej Appliances and Denver Perfumes.

Ai+ Nova Smartphone has come on board as the Presenting Sponsor, while Farmley Makhana, Godrej’s Appliances business and Denver Perfumes have joined the show as co-powered partners. Godrej Appliances is the Quality Partner, while Denver Perfumes has been named the Fragrance Partner.

The launch marks Rusk Media’s first original Tamil music IP and highlights the growing interest among advertisers in regional-language entertainment as brands increasingly look beyond traditional television to engage younger, digital-first audiences.

Brands Tap Regional Music IP

According to Rusk Media, I-POPSTAR Tamil offers advertisers an immersive integration ecosystem that extends beyond conventional sponsorships. Brands are integrated into key moments of contestants’ journeys, including rehearsals, performances, celebrations and behind-the-scenes interactions.

The format is designed to create brand touchpoints across content, digital engagement, creator collaborations and social-first extensions.

Rahul Arora, Head – Rusk ADs, Rusk Media, said the company is seeing increasing interest from brands in original regional IPs, where highly engaged communities are emerging.

He added that I-POPSTAR Tamil brings together music, creators and culture in a format created for digital audiences, while offering brands deeper integrations from the first season.

Ai+ Smartphone Partners with the IP

Archi Gogoi, Head of Brand, Marketing & Growth at Ai+ Smartphone, said the partnership reflects the brand’s approach of becoming part of conversations that audiences genuinely care about.

According to Gogoi, I-POPSTAR Tamil brings together entertainment, creators and culture in a way that connects with contemporary audiences. The partnership will allow Ai+ Smartphone to engage with the Tamil community through a platform celebrating originality, creativity and emerging talent.

Godrej Appliances Comes On Board as Quality Partner

Swati Rathi, Head of Marketing at the Appliances business of Godrej Enterprises Group, said the brand’s association with the show is aligned with its focus on quality.

She noted that I-POPSTAR Tamil’s emphasis on original and well-crafted artistry made the property a natural fit for Godrej Appliances as its Quality Partner.

Farmley and Denver Join the Brand Roster

Aman Gupta, Head of Marketing at Farmley, said the company is using its Makhana offering, Makha Shaka, to connect with contemporary consumers through bold expression and positive experiences.

Meanwhile, Saurabh Gupta, MD and CEO, Hamilton Sciences Pvt Ltd, said Denver Perfumes’ association with the show reflects a shared focus on personality, confidence and self-expression.

As the Fragrance Partner, Denver is backing a platform that gives emerging Tamil artists an opportunity to showcase their individuality.

Focus on Tamil Indie Music

Built around original Tamil indie music rather than film playback, I-POPSTAR Tamil comes as regional entertainment and creator-led content continue to attract audiences across India.

The format combines music competition, mentorship and original music creation, with the show positioned as a potential long-term franchise within Rusk Media’s expanding IP portfolio.

The series is fronted by Yuvan Shankar Raja as Super Mentor, alongside mentors Shakthisree Gopalan, Asal Kolaar and Anthony Daasan.

14-Episode Digital-First Format

I-POPSTAR Tamil launched on July 23 and comprises 14 episodes. The show is designed around the discovery and development of emerging Tamil music talent while creating multiple opportunities for brands to integrate into the content ecosystem.

The series streams every Thursday and Friday on Alright! TV, while episodes are also available every Thursday and Saturday on the Media Masons YouTube channel.

With its combination of regional music, creators, digital-first storytelling and integrated brand partnerships, I-POPSTAR Tamil represents Rusk Media’s continued push to develop original entertainment properties that can appeal simultaneously to audiences and advertisers.