ITC's personal care brand Vivel has partnered with Filmfare to present the Filmfare Awards for the first time in the East.
Unveiling the First Vivel Filmfare Awards in Bhubaneswar recently, Nilanjan Mukherjee, head of marketing, personal care products business,ITC, said, “The Vivel Filmfare Awards is poised to recognise the best artistic talent in the eastern film industry."
Commenting on the association with Filmfare, he said, “As a consumer brand we are reaching out to women in every aspect. We are growing faster in personal care business.”
Filmfare Awards will toast the resurgence of films of east India, Bengali,Assamese and Odia films. The 29 awards will be handed over in various categories include 21 trophies for Bengali movies and four each for Odia and Assamese films.
“Regional films have contributed to the resurgence of Indian film industry in past decades. Hence, it is timely to present Vivel Filmfare awards. Our idea is to modernise Vivel, make it contemporary and a product to reckon with,” he said.
Refusing to share the market share in Odisha, he said Vivel is gaining market share. In fact, Vivel is well ahead of its competitors in many markets.
“We are committed to provide excellent quality of products,” he added.
Filmfare Editor Jitesh Pillai, Odia Filmstar Anubhav Mohanty and others were present on the occasion.
The Vivel Filmfare Awards 2013 East will be given away in Kolkata on March 29.