New Post

‘Idea Filmi Nilaami’ auctions costumes worn by Bollywood Stars on

  • Users get a unique chance to win costumes worn by Priyanka Chopra, Kareena Kapoor and Ranveer Singh in their performances during Idea Filmfare Awards Night
  • First cashless auction through ‘Idea Filmy Nilaami’


Mumbai, 1st April 2014: Adding to the bouquet of its innovative offerings, Idea Cellular, India’s 3rd largest telecom operator announced ‘Filmy Nilaami’ on its flagship digital property – Idea Popcorn Street. This is a first-of-its-kind ‘Cashless auction’ of costumes, worn by Bollywood superstars during their performances at the Idea Filmfare Awards night. Filmi Nilaami offers a unique opportunity for its users and cinema lovers to bid and win their favourite stars’ costumes. The first round of auction started on 28th March and has costumes of Priyanka Chopra, Kareena Kapoor and Ranveer Singh up for grabs.

To participate in ‘Filmi Nilaami’, one has to collect points on 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. Auction will be on for a week, allowing participants to outbid one another. Final results will be announced at the end of the week and the highest bidder will take these costumes home!

According to Mr. Sashi Shankar, Chief Marketing Officer, Idea Cellular, “Idea Popcorn Street is a one-stop destination for cinema lovers, and Idea will use this platform to enthral our audience with innovative and engaging content and initiatives. 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.”

Idea Filmfare Awards is one of the flagship properties of Idea. Brand Idea used an integrated approach using multiple digital platforms such as and Idea’s social media pages to ensure an enhanced Bollywood experience to not just subscribers but to every Bollywood fan! There were engagement activities planned for every phase; pre, post and during ‘Idea Filmfare Awards’. Some of them were:

·         Shoot to fame – A three step contest for fans from Mumbai to get a chance to attend Bollywood’s most sought after awards night – Idea Filmfare Awards.

o   Crack clues on (these clues revealed filmy destinations in Mumbai).

o   Visit the filmy location and take a selfie at the location.

o   Upload this picture on and race to the winning post

o   Anirban Sanyal and Ananya Sanyal, the first two winners of Shoot to Fame contest got their once-in-a-lifetime opportunity to meet Idea Brand Ambassador ‘Abhishek Bachchan’

·         Online voting for ‘Best Male Debut’

·         Live tweeting from nominations night and Idea Filmfare Awards night, showcasing pictures of stars and glitterati of Bollywood walking red carpet as it happened.

·         One-of-its-kind 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.


Filmi Nilaami is yet another initiative to provide an opportunity to Bollywood fans to get closer to the stars.

Idea has always been committed towards introducing innovative products and offerings to enhance mobile telephony experience. Going forward too, the company will remain focused on creating a great brand experience through path-breaking campaigns and unique customer service touch points.

About Idea Popcorn Street

Idea, as a brand has always been the torch bearer for innovative advertising & consumer engagement activities. Idea launched a Bollywood destination site this year called “Idea Popcorn Street” with the URL It is the first of its kind branded content site hosted by the telecom giant offering Bollywood fans an array of interesting trivias, videos and updates on Bollywood. Along with daily dose and trends of Bollywood, this site offers fans/users a never before opportunity to get closer to their Bollywood dreams through engaging contests. It promises fans Bollywood like never before.

About IDEA Cellular

IDEA Cellular is India’s 3rd largest national mobile operator, with more than 130 million subscribers. With traffic in excess of 1.75 billion minutes a day, Idea ranks among the Top 10 country operators in the world. Using the latest in technology, Idea provides world-class service delivery through the most extensive network of customer touch points. Idea is listed on the National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE) in India.

IDEA Cellular is an Aditya Birla Group Company, India’s first truly multinational corporation. The Group ranks Number 4 globally and Number 1 in the Asia Pacific in the 2011 Top Companies for Leaders (TCFL) study conducted by Aon Hewitt, Fortune (the Global Business Magazine) and the RBL Group. It operates in 36 countries, and is anchored by more than 136,000 employees belonging to 42 nationalities. More information on Idea Cellular is available at and on the Aditya Birla Group at

For further information, please contact:

Rajendra Ganotra is the Editor of Spicy Stars Mumbai

You must be logged in to post a comment Login