Southern Edition of Filmfare Awards to be Held in July

Deepika Padukone and Kamal Haasan at the 59th Idea Filmfare Awards 2011 (South) event

The 61st Idea Filmfare awards, south edition, will take place here on July 12 in the presence of luminaries from Tamil, Telugu, Kannada and Malayalam industries. To be held at the Nehru Indoor Stadium of the Sports Development Authority of Tamil Nadu, the event will celebrate and honour the best talent from all the four southern film industries.

"The Idea Filmfare awards South gives us a unique opportunity to connect with our millions of consumers with innovative marketing and engagement programs," Rajat Mukarji, chief corporate affairs officer, Idea Cellular, said in a statement.

The first ever Filmfare awards (South) were held at the prestigious Kalaivanar Arangam here and the venue was then shifted to the distinctive Music Academy. Initially, only Tamil and Telugu films were considered for the awards, but Malayalam and Kannada films became part of the event in 1966 and 1969, respectively.