The 61st Idea Filmfare awards will now be seen taking place on July 12 in a southern edition which will be attended by dignitaries from Kanada, Tamil, Telugu and Malayalam entertainment industries
To be held at the Nehru Indoor Stadium of the Sports Development Authority of Tamil Nadu, the event will celebrate and honour the best talent from all the four southern film industries.
“The Idea Filmfare awards South gives us a unique opportunity to connect with our millions of consumers with innovative marketing and engagement programs,” Rajat Mukarji, chief corporate affairs officer, Idea Cellular, said in a statement.
The first ever Filmfare awards (South) were held at the prestigious Kalaivanar Arangam here and the venue was then shifted to the distinctive Music Academy.
Initially, only Tamil and Telugu films were considered for the awards, but Malayalam and Kannada films became part of the event in 1966 and 1969, respectively.