By January 26th, 2009 AT 2:44 PM

India’s leading GSM Mobile Service operator Idea cellular has tied up with Filmfare for the 54th annual awards as its title sponsor.

Idea will make available the Idea Filmfare Awards content on its mobile platform. It will also offer an opportunity to one lucky customer to give away an Idea Filmfare Award trophy at the awards ceremony.

Idea will also run innovative VAS contests wherein few lucky subscribers will be able to attend the Awards ceremony. Idea customers will also get to meet and greet a set of select Bollywood celebrities, as part of the brand association with Filmfare.

Idea Cellular chief marketing officer Pradeep Shrivastava said that his group’s aim was to create an emotional bond and also think ahead to bring entertainment on mobiles. He said that there was a possibility of contests around the Filmfare Awards.

The company is also seeing the awards as a good opportunity to tap the South Indian market through the Filmfare Awards.Since the awards also cater to the South Indian market, we are keen on that segment as well. South India is a growing market for us,” Shrivastava said.

The Filmfare Awards will be held on 28 February and will give away prizes across thirty categories.

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