Vidya said that her craze for the Filmfare Awards dated back to her childhood. She recalled how she came back home from the Juhu beach along with her parents just to watch the Filmfare Awards on TV. She treasures the three Black Ladies she has won so far and said that they occupied a special place in her heart. “I hope this year brings me another one. I hope to get 30 Filmfare Awards by the time I turn 60," she said.
The actress lit a lamp along with Mr. Tarun Rai, CEO of World Wide Media and Mr. Himanshu Kapadia, Deputy Managing Director, Idea Cellular, at the event to mark the last day of the public polling for the 56th Idea Filmfare Awards 2010 nominations, which started on January 1, 2011.
Mr. Tarun Rai was all praise for Vidya. He said, “Vidya Balan has won three Filmfare Awards in the past and she is one of the hottest contenders for this year too. Hope she will win this time too." He also claimed that Filmfare is second only to the Oscars. “The stature and aura of the Black Lady is reveled only by the Oscars. For the past 55 years, receiving a Black Lady has been the ultimate recognition for the film fraternity. I am sure people all over the country are waiting to know who will win the Filmfare Awards this year," he said.
Mr. Himanshu Kapadia said that Idea"s association with cricket and Bollywood started in 2005 and that India would overtake the West considering the vastness of the Indian film industry and huge rise in content. He added that Idea would provide Filmfare clips without buffering. “Idea will offer exclusive content to our 81 million subscribers using 2G and 3G platforms, setting new benchmark in mobile content offerings," he said.
The 56th Idea Filmfare Awards 2010 will be held on January 29 at Yash Raj Films Studio, Mumbai, and will be telecast on February 6 on Sony Entertainment Television.