Filmfare Awards in a new avtar

MUMBAI: The 52nd Fair One Filmfare Awards for excellence in Hindi cinema will be held on 24 February. Filmfare announced the nominations for the popular awards categories.

The awards event which started in 1954 has been a public event with performances by the stars until now. This year World Wide Media, the company which owns the title decided to make the event a black tie affair taking off from the Oscars. This year the annual awards night will be held at an indoor venue exclusively for the film fraternity.

Speaking about the awards WWM CEO Devashish Sarkar said, "The event will be a black tie event held along the lines of the Oscars for the film fraternity. The dance and musical entertainment will be pre-recorded for the TV audience. This twin format will allow both the film fraternity and our film fans to enjoy the evening in the manner they ought to."

Commenting on the second year of its association with the awards, Elder Pharma director Dr. Anuj Saxena said, "Elder is proud to continue its association with the Filmfare Awards for yet another year. The Fair One Filmfare Awards function is to be very different than in the past - but yet equally spectacular. Elder welcomes the role of celebrating talent and beauty in any field, an undertaking that the company continues to support and encourage through all its ventures, one such initiative being the "Fair One Face of the year Award" category. We hope that this year the Awards will set a trend in the way award ceremonies are held"

The Awards will be telecast on Sony television on 25 February at 7:30 pm. Speaking about the Awards, SET India Pvt. Ltd CEO Kunal Dasgupta said, "We are extremely proud of our decade long association with Filmfare- 'the queen of all awards'. Our conviction in this partnership led to the inception of the 'Sony Face of the Year Award' and the growing popularity of this award category only strengthens our endeavor to applaud women with talent and proven records of excellence in their chosen fields".

The Fair One Filmfare Awards is sponsored by Elder Pharmaceutical, along with associate sponsors Bisleri and Ashrafi Finance.

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