Idea Cellular announced the 56^th Idea Filmfare Awards 2010 at the magnificent Shangri-La’s Hotel, New Delhi. The awards will be presented by leading telecom brand, Idea Cellular, third time in a row.

Announcing the most anticipated and honored award ceremony of the new year, Bollywood’s current reigning queen, the ethereal beauty Katrina Kaif, along with Jitesh Pillaai - Editor, Filmfare and Rajat Mukarji, Chief Corporate Affairs Officer, Idea Cellular, lit the lamp marking the start to yet another magical journey of honoring Bollywood’s best.

Jitesh Pillai says, “The Filmfare awards celebrate the achievements of some of the country’s best actors and technicians. Scores of people all over the world tune in to watch the big night that is the Filmfare awards.”