FILMFARE ties up with Elder Pharmaceutica

Worldwide Media Limited, the BBC-Times Group joint venture today announced that it had entered into a title sponsorship agreement with Elder Pharmaceuticals for the Filmfare Awards. Elder announced that it was going to promote FairOne, a fairness cream, that the company markets, using the platform of the Awards. This year's Filmfare Awards will be held on the 25th of February, and will be telecast live.

The Filmfare Awards have a 51year old legacy and are the oldest and most prestigious awards and entertainment show in Asia. The recognition and honour that a Filmfare award brings to the winner has invariably skyrocketed the career of many a film industry entrant. Despite the plethora of film awards in recent times, the Filmfare Black Lady remains the ultimate aspiration of every Indian actor, producer and director.

There are a total of 31 awards that are awarded every year, including two Lifetime Achievement awards.

Mr. Devashish Sarkar, Chief Executive Officer of Worldwide Media said, "We welcome this new association with Elder and FairOne. The awards have long symbolized the ultimate in glamour and show business. These are the best marketing platforms for brands to tie up with. We hope to make this platform even stronger, with this tie-up with Elder Pharma."

On the occasion of the tie-up, Dr. Anuj Saxena, Director Marketing, Elder Pharmaceuticals, said, "We are pleased to be associated with the Filmfare awards. This alliance surely has synergy and will benefit both the brands. Also the audience base of the two will only help to create a larger and stronger loyalty base. We have combined beauty and talent and we are looking not just at three years association but much more than that. We believe that together we can create magic."

Mr. A.P. Parigi, on behalf of Times Innovative Media Private Ltd. and 360 Degrees – who were instrumental in bringing the two parties together said "We are delighted to announce that we have concluded a partnership with Fair One, for the period 2006-2008"