announced a partnership with Jio Filmfare Awards
through Twitter Amplify
, a content sponsorship package that will enable the brands to extend their presence to targeted social media audiences in India.
The first Twitter Amplify deal in the entertainment industry in India, @Filmfare will broadcast exclusive curated content live from the Twitter Blueroom
on February 18, an hour before Jio
Filmfare Awards' television telecast.
"Our collaboration with Filmfare
will give fans a sneak peek into exclusive content that they can engage with on Twitter while viewing the content on television," Viral Jani
, Head of Entertainment, Twitter India, said in a statement.
The broadcast will include a special show live on the website from the #BlueRoom with filmmaker Karan Johar
and Filmfare editor Jitesh Pillaai
. It will be hosted by digital creator and comedian Abish Mathew
"The idea is to enhance the digital footprint of the Filmfare brand with this first of a kind partnership for any awards property in India," added Deepak Lamba
, CEO, Worldwide Media that owns Filmfare.