Fixderma, New Holland bet big on Battleground Season 2 buzz

MUMBAI: “Flex appeal” has found a whole new meaning. From sweat-soaked challenges to high-voltage rivalries, Battleground Season 2 is not just building fan armies, it is becoming a magnet for brands eager to muscle into India’s booming youth entertainment space.

Produced by Rusk Media and streaming free on Amazon MX Player, the reality format has struck a chord with young audiences through its energetic blend of fitness, ambition, resilience and regional pride. Now, the show’s growing cultural footprint has attracted major partners including Fixderma and New Holland Agriculture, both looking to connect with India’s aspirational, performance-driven generation.

Fronted by popular digital and entertainment personalities Abhishek Malhan, Priyanka Chahar Choudhary, Rahul Chaudhary and Khesari Lal Yadav, the show has steadily transformed into more than just a competition series. It has become a youth-first platform where brands can naturally blend into the storytelling instead of simply appearing as sponsors.

For skincare brand Fixderma, the partnership taps directly into the rising overlap between fitness culture, grooming and self-care among younger consumers. The show’s themes of endurance, discipline and performance align closely with the brand’s positioning, while the integration offers strong visibility among highly engaged viewers.

Meanwhile, New Holland Agriculture is using the platform to connect with younger rural and semi-urban audiences through a more contemporary lens. By associating with a fast-paced and aspirational digital property, the brand aims to reinforce its image as progressive, powerful and aligned with the ambitions of new-age farmers.

Speaking about the increasing advertiser interest in the format, Rusk Media’s head of Rusk ads, Rahul Arora, said the focus has always been on creating meaningful integrations that feel authentic to the audience experience rather than disruptive advertising.

Fixderma co-founder Shaily Mehrotra added that the association helps the brand build stronger resonance with ambitious young consumers navigating high-performance lifestyles where wellness and self-care are becoming equally important.

Echoing a similar sentiment, New Holland India’s director – marketing, Tarun Khanna, said the partnership reflects the brand’s long-standing values of power, progress and consistent performance qualities mirrored by contestants competing under pressure on the show.

With new episodes dropping daily at 12 PM and the much-awaited ‘Fight Club Weekend’ episodes driving further buzz online, Battleground Season 2 is proving that in today’s digital entertainment arena, the real winners are the platforms that can turn audience passion into brand playgrounds.