IDEA brings fans closer to the Filmfare experience


As Worldwide Media Pvt Limited, the Times Group- BBC Worldwide joint entered into a title sponsorship agreement with IDEA Cellular Ltd, for the 54th Filmfare Awards that concluded recently, Percept ICE executed the event on ground.

Considered as the most premier and respected Awards show for Bollywood, this sponsorship title won by IDEA Cellular triggered immense brand recall. “The Filmfare Awards is the oldest and most prestigious film awards in the Indian Cinema industry, and offers us a good platform to connect with our cinema loving audiences. The prestigious Idea Filmfare Awards is a testimony of the brand’s promise to offer the best-in-class entertainment through rich content and has provided its subscribers with rich and exclusive content on their mobile handsets,” said Sashi Shankar, CMO, IDEA Cellular. As part of the agreement, IDEA made available the IDEA Filmfare Awards content on its Mobile platform. And adding an experiential touch, IDEA also offered an opportunity to one lucky customer to give away an IDEA Filmfare Award trophy, at the awards ceremony.

Besides, IDEA also ran innovative VAS contests wherein few lucky subscribers got to attend the Awards ceremony and also got to meet and greet a set of select Bollywood celebrities, as part of the brand association with Filmfare.

“As a mobile telephony service brand, Idea needs to connect with diverse audiences across all demographic segments. IDEA has always been committed towards introducing innovative products and offerings to enhance mobile telephony experience. Cinema, as a genre, has mass appeal throughout the length and breadth of the country, and is the chosen platform for Idea for its marketing communication initiatives,” added Mr Sankar.

The execution of the event was led by Percept ICE the strategic business unit of Percept Sports and Entertainment at Yash Raj Studios, Mumbai. In this edition of the awards it was "Futuristic". The idea about this theme was to depict the Indian film industry 40 years from today. Savio Sequeira, Chief Executive Officer, Percept Sports and Entertainment said, “The 2014 Filmfare Awards was nothing like what Percept have done before or anyone has seen so far. For over half a decade now, the Filmfare Awards have been the gold standard in Indian cinema. - a night when the biggest stars will shine together" and naturally one would depend upon Percept, one of India’s best Event companies to pull off such a dazzling show flawlessly. Elaborating on the project”

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