IDEA Cellular Ltd entered into a partnership with Worldwide Media Pvt. Limited for the 54th Filmfare Awards which was held on 28th February 2009 in Mumbai. Through this association, IDEA launched a series of Value Added Services to bring Bollywood entertainment on mobile, for our valued customers across the country.

Speaking on the occasion, Sanjeev Aga, Managing Director, IDEA Cellular said, “We are happy to enter into a long term partnership with Worldwide Media for the 54th IDEA Filmfare Awards. Through this initiative, IDEA Cellular will introduce series of innovative offerings to present the latest in Bollywood entertainment to our subscribers across the country”.

For the first time, the 54th IDEA Filmfare Awards was taken on the Mobile platform through a series of special initiatives by IDEA Cellular Ltd. The Contest was available on SMS, Voice and WAP (wap.ideafresh.com) portals. For the first time ever, mobile users in India are able to access clippings of IDEA Filmfare Award winners, Wallpapers, Trivia etc. on their phones.

An IDEA shortcode on the SMS portal was made available especially to IDEA Customers for participating in the Nominations Polling for voting for the Best Film, Best Actor, Best Director, Best Actress, etc.

IDEA also ran innovative VAS contests wherein lucky subscribers got a chance to attend the Awards ceremony alongside Bollywood's most sought after celebrities.