Idea continues association with Filmfare Awards 2011

This is the fourth consecutive year that Idea has been associated with the Filmfare Awards taking place on January 29, 2012

BestMediaInfo Bureau | Delhi | December 20, 2011

Since its inception in the '50s, the Filmfare Awards has been the gold standard to gauge excellence in cinema. The award night has become the most sought after event in these last 60 years and continues to hold a special place in the hearts and minds of the denizens of the film industry. The pioneers of Indian film awards take this opportunity to announce the 57th Idea Filmfare Awards 2011, at the luxurious Metropolitan Hotel & Spa, New Delhi. This is the fourth consecutive year that Idea has been associated with the Filmfare Awards, setting a benchmark for cinematic and entertainment excellence in the country.

Gracing the occasion to announce the most anticipated award ceremony of 2012, was glamour boy Imran Khan, along with Tarun Rai - Chief Executive Officer, Worldwide Media and Rajat Mukarji - Chief Corporate Affairs Officer, Idea Cellular. Together they lit the lamp marking the start of yet another magical journey to honour Hindi cinema's best.

Every actor, director or technician aspires to have the Black Lady up on their mantelpiece. Idea Filmfare Awards are considered a symbol not only of cinematic excellence but also of uttermost prestige. Its legacy and pedigree remain incomparable. The award function has grown into a full blown musical extravaganza and the top stars look forward to perform at the event.

Speaking of the glorious journey of Idea Filmfare Awards, Tarun Rai said, “The Filmfare Awards 2011 will be very special for us as we will be giving out the 2500^th Black Lady at the awards show on 29^th January, 2012. The 2500^th Black Lady is a testament of Filmfare's long association with Indian cinema and its commitment to recognize and celebrate the immense talent of our film industry over the last 57 years. The 2500^th Black Lady also celebrates all the technicians, artists and performers who have, over the years, contributed not only to India cinema but also influenced art, culture and music of India.”

Extending their association to yet another magnificent year Rajat Mukarji said, “This year of Idea Filmfare Awards is special as it also celebrates the centenary year of Indian cinema and coincides with Idea crossing the 100 million subscriber mark. With Idea's 3G services, our over 100 million subscribers will now get an opportunity to experience the best mobile experience across various platforms. Idea will also enable its subscribers to access movie content and results of the Idea Filmfare Awards on their mobile phones.”

This year's Idea Filmfare Awards hold a special significance as we will be presenting the 2500^th trophy at the award ceremony. The figure includes awards presented till date across ceremonies through the years. Coincidentally, the Indian film industry has entered its 100^th year and Filmfare is thrilled to award the 2500^th trophy to one special winner. Filmfare, founded in 1952, has an ongoing partnership with the industry, a partnership which has grown in strength as time rolled by. We take immense pride in honouring the best of the best through these years.

The grand ceremony of the 57th Idea Filmfare Awards 2011 is scheduled for the 29th of January, 2012 at Film City, Goregoan, Mumbai.

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