Idea presents the 56th Idea Filmfare Awards 2010

Over the last 5 decades, the Filmfare Awards have been testament to the grandeur and excellence of Indian cinema, and even today, the Filmfare Awards continue to be the most awaited celebration of our Hindi film industry. The pioneers of Indian Film Awards take this opportunity to announce the 56th Idea Filmfare Awards 2010, at the magnificent Shangri-La's Hotel, New Delhi. The awards will be presented by leading telecom brand, Idea Cellular, third time in a row.

Announcing the most anticipated and honored award ceremony of the new year, Bollywood's current reigning queen, the ethereal beauty Katrina Kaif, along with Jitesh Pillaai - Editor, Filmfare and Mr. Rajat Mukarji, Chief Corporate Affairs Officer, Idea Cellular, lit the lamp marking the start to yet another magical journey of honoring Bollywood’s best.

Having a legacy of its own, the Filmfare awards are the most prestigious film awards in Asia and the Filmfare Black Lady remains the Pièce de résistance on every Bollywood actor, director and producer’s mantle – an unabashed symbol of success and achievement recognized by the industry. From its inception in the early 1950’s to its evolution of unmatched glamour, glitz and flamboyant persona, the Filmfare Awards is regarded as the most esteemed award and entertainment show within the fraternity.

Extending its support to Filmfare, Idea stepped in as the title sponsor in 2008 making its commitment to promote Indian Cinema and its true talent. "With the 56th Idea Fimlfare Awards, over 78 million Idea subscribers will experience a new dimension in mobile content offerings that will be provided on both 2G and 3G platforms on the Idea network. Our subscribers will get an opportunity to access exclusive movie content and results of the Idea Filmfare Awards on their mobile phones", said Mr. Rajat Mukarji, Chief Corporate Affairs Officer, Idea Cellular.   

In yet another first, public voting on the mobile platform will partly contribute to determining the winner of 'The Best Debut Female' Award. Idea will also enable the announcement of the winners of the Idea Filmfare Awards on its network.

The 56th Idea Filmfare Awards 2010 will be held on the 29th January 2011, at Yashraj Studios, Mumbai and as always, it promises to be the biggest celebration of Indian Cinema.