Filmfare Awards go the Oscar way

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MUMBAI: The 52nd Fair One Filmfare Awards will don a new avatar this year a la the Oscars. The awards will be telecast on Sony on 25 February at 7:30 pm.

On 24 February, Filmfare Awards sponsored by Elder Pharmaceutical, along with associate sponsors Bisleri and Ashrafi Finance will hold this annual award night at the Yash Raj Films’ Studio, exclusively for the film fraternity. Nominations for the awards have also been announced.

Worldwide Media Ltd (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.”

Elder Pharma director Anuj Saxena added, “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.”

SET India CEO Kunal Dasgupta said, “We are extremely proud of our decade long association with Filmfare. 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 endeavour to applaud women with talent and proven records of excellence in their chosen fields.”