VI-JOHN has returned as the official grooming partner for I-POPSTAR Season 2, marking the second consecutive year of its association with the music reality show produced by Rusk Media. The show is streaming on Netflix and Alright! TV.

The second season features music mentors Neha Kakkar, KING and Aditya Rikhari, and focuses on emerging singers and their original musical styles. The association is built around VI-JOHN's proposition, ‘Photocopy Nahi, Original Dikho’.

The partnership includes product integrations within the show, host mentions, social media content and a VI-JOHN song based on the brand's originality proposition.

Commenting on the association, Ashutosh Chaudharie, general manager – marketing, VI-JOHN, said: “At VI-JOHN, we believe that grooming is not just about how you look, but also about the confidence to express who you are. Our proposition, ‘Photocopy Nahi, Original Dikho’, celebrates individuality, and I-POPSTAR provides a natural platform to bring this belief to life through music and emerging talent.

Returning for the second consecutive year reflects our belief in the platform's ability to connect with young India. We see this as an opportunity to move beyond traditional brand presence and make our proposition part of the conversations, culture and content that resonate with today's youth.”

Rahul Arora, head - Rusk ADs, Rusk Media, said: “When a brand comes back for a second season, it tells us the first one worked. VI-JOHN’s ‘Photocopy Nahi, Original Dikho’ fits I-POPSTAR naturally, because the show is about young artists finding a sound that is completely their own.

This season we’ve gone further than visibility: the brand is woven into the show through product integrations, host moments, social content and a song created around its proposition. That’s how we believe brands should show up for young India, as part of the culture they actually watch, share and sing along to, and we’re glad to have VI-JOHN with us again.”