‘Idea Filmi Nilaami’ auctions costumes worn by Bollywood Stars

The first round of auction starts on 28th March and has costumes of Priyanka Chopra, Kareena Kapoor and Ranveer Singh up for grabs.

Mar 31, 2014 10:03 IST India Infoline News Service

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 starts 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 www.ideapopcornstreet.com 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 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 www.ideapopcornstreet.com 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.
  • Crack clues on www.ideapopcornstreet.com (these clues revealed filmy destinations in Mumbai).
  • Visit the filmy location and take a selfie at the location.
  • Upload this picture on www.ideapopcornstreet.com and race to the winning post
  • 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.

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