Mumbai: Over the last several years, OTT platforms have dominated the world of Indian entertainment with ground-breaking storytelling, outstanding direction, and memorable performances. Filmfare, India’s top entertainment media brand, recognised this transformation by launching and successfully completing the first edition of the Filmfare OTT Awards last year. The second edition of Filmfare OTT Awards 2021 kicks off in association with MyGlamm, India’s fastest growing direct-to-consumer beauty brand, as the title partner navigating through a whole new cosmos in its mission to honour the finest talent in OTT. The legendary Filmfare Awards have acknowledged and recognised cinematic excellence in the mainstream film business for over six decades, and the launch of the second edition sees the brand carry on its heritage into the digital entertainment sphere.
Building on its philosophy of #TellMyGlammWhatYouWant, the brand wants to know who your favourite artistes are and which OTT show or film is your favourite, for them to get one step closer to winning the Black Lady this year. MyGlamm believes that people feel truly empowered when their voices are heard and they feel part of the solution. It gives women the opportunity to share their beauty needs, and then makes products across categories to serve them. Just like women can download the app and tell MyGlamm their beauty needs, similarly this season, they get an opportunity to vote for their favourite artistes or OTT originals on the app.
Speaking of the association, Apratim Majumder, Chief Marketing Officer, MyGlamm said, “We at MyGlamm, are super-excited to partner with Filmfare on this exciting journey. As a brand, we believe in giving people the opportunity to express themselves and find their voice. We have been doing this for a while now with women telling us what they want in their beauty products. Similarly, Filmfare has been keeping its ears open to the audience since decades and as we join hands with them for the second edition of Filmfare OTT Awards, we are eagerly looking forward to celebrating the artistes and content that have struck a chord with the audiences”
Deepak Lamba, the CEO of Worldwide Media, commented on the start of the second season, saying, “For over six decades, Filmfare Awards have been celebrating the ingenious artistry in the Indian entertainment ecosystem and it was a natural progression to expand the horizon and felicitate some of the stellar work in the Indian OTT space, which is growing at almost 30% annually. The inaugural edition of Filmfare OTT Awards was a resounding success, and this year our objective is to ensure we unearth and acknowledge a layer of talent including the ones who continue to weave their magic behind-the-scenes.”
Filmfare Editor Jitesh Pillaai added, “Good stories attract great viewership – this is the thumb rule in the world of media and entertainment. In the last twelve months, OTT platforms have served us with a stunning line-up of exceptional content, from literary adaptations to Indian science-fiction and untold biopics to anthropologies, there was something for everyone. So, the competition this year is going to be very tough – the jury and I will be looking forward to see who all walk away with the Black Lady.”
MyGlamm exists because it believes that all women are beautiful and wishes that women express themselves freely in their own beauty journey. The brand wants to give them the information, expert advice and products in order to do so. The ecosystem of content, influencers and brands all have this one purpose. MyGlamm is here to listen to you and let you know that your opinions matter and we are celebrating it!
MyGlamm Filmfare OTT Awards 2021 will honour artistic and techinical excellence across Hindi web original shows and films released between August 1, 2020, to July 31, 2021. Click here for more details.