Dress like a star

By afaqs! news bureau , afaqs!, New Delhi | In Digital | April 02, 2014
Idea's 'Filmi Nilaami' initiative allows users to bid for costumes worn by Bollywood stars during the Filmfare Awards Night on its digital platform, Idea Popcorn Street.

If you ever fancied donning your favourite star's costumes, then Idea is giving you a chance to participate in a cashless auction and win costumes worn by Bollywood stars during their performances at the Idea Filmfare Awards Night.

Screenshot of Idea Popcorn Street website

Sashi Shankar

Idea Popcorn Street is the brand's flagship digital property and a one-stop destination for all Bollywood news. Launched in January, the platform is designed to engage with cinema lovers on the digital medium. The brand claims that the property is currently receiving 7.53 minutes average visit duration. Filmi Nilaami is Idea's latest ongoing contest that is being promoted on the online medium. It gives Bollywood fans a chance to win costumes worn by their favourite stars through content sharing on

The first round of auction, which has costumes worn by Priyanka Chopra, Kareena Kapoor and Ranveer Singh up for grabs, started on March 28. Users can log on to the website and collect points and use them to bid for costumes. Points can be accumulated by sharing content from the section (Gupshup); voting for a movie on the section (Hitegi ya Pitegi); or by writing a movie review.

One can start bidding with these points on 'Filmi Nilaami' page for any of the costumes displayed in the gallery. Participants can also bid for multiple costumes. The auction will be on for a week, allowing participants to outbid one another, and the final results will be announced at the end of the week, with the costume being given away to the highest bidder.

Bollywood fans from across the country can participate in the contest.

Sashi Shankar, chief marketing officer, Idea Cellular, says, "Idea Filmi Nilaami is a unique concept in digital media activation and I am confident that this will delight users and help us build strong customer connect in this medium."

Digital Law & Kenneth - Saatchi & Saatchi has created Idea Popcorn Street and is managing all the programmes on the portal. The objective of the engagement is to bring Bollywood closer to its fans.

Idea Popcorn Street went live on January 24, the day of the Idea Filmfare Awards Night event. 'Shoot to Fame' was the first engagement activity on the website, which gave a chance to Bollywood fans from Mumbai to attend the awards night and meet Idea's brand ambassador Abhishek Bachchan. They live tweeted from nominations night and Filmfare Awards Night, showcasing pictures of the stars and glitterati of Bollywood walking the red carpet.

The winners of this contest were chosen via a process in which users cracked clues on Idea Popcorn Street to reveal a filmy destination in Mumbai. They visited the location, took a selfie and uploaded it on the website. Idea did a RFID check-in which allowed every person walking the red carpet to instantaneously upload pictures and status updates on their profiles on various social media platforms by just scanning their RFID band.

Apart from this, Bollywood fans also got a chance to vote online for the 'Best Male Debut'.

Idea Popcorn Street also offers a unified platform for Idea-sponsored shows such as 'Koffee with Karan', and 'The Front Row with Anupama Chopra'. Users can watch webisodes of these shows, catch bloopers and uncut scenes.

Idea Filmfare Awards is one of the flagship properties of Idea.

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