Vineet Jain, MD, Times Group and Sarbananda Sonowal, CM, Assam

In a first, the 65th annual awards will be hosted in Guwahati on Feb 15, 2020, in partnership with the Assam Tourism Development Corporation and in presence of Bollywood biggies
Prabin Kalita (MUMBAI MIRROR; November 26, 2019)

The 65th annual Filmfare Awards will be held in Guwahati on February 15, 2020. On Monday, the Assam Tourism Development Corporation (ATDC) and Worldwide Media of the Times of India Group, signed a memorandum of understanding (MoU) to this effect in the presence of the state’s Chief Minister Sarbananda Sonowal. Describing it as a “historic milestone”, Vineet Jain, Managing Director, Times Group, said that he was looking forward to bringing the Black Lady to the picturesque city. Also present were Chandan Brahma, Minister of Tourism, Assam, and Jayanta Malla Baruah, Chairman, ATDC.

Pointing out that cinema is not new to the North-Eastern state, Jain made a reference to its cultural doyen, Jyoti Prasad Agarwala, who had made Joymati, Assam’s first film back in 1935. “The association between Bollywood and Assam is decades old, with the state providing a mesmerising backdrop for Hindi films. Ek Pal, which had featured Shabana Azmi, Naseeruddin Shah and Farooq Shaikh, was shot in Jorhat in 1986. The National Award winning Daman, starring Raveena Tandon, was filmed here in 2001 and more recently, in 2016, the Shahid Kapoor-starrer Rangoon in Dhemaji,” he informed.

This is the first time Filmfare’s annual gala will be moving outside Mumbai and Jain asserted that it would strengthen the state’s bond with Asia’s biggest entertainment industry, Bollywood. “Assam is the gateway to the North-East and we could not have asked for a better partner to spread the cheer of cinema in this region. I am aware of the Honourable Chief Minister’s vision of making Guwahati the hub of South-East Asia and the Times Group can be a media partner in this journey,” he stated, adding that cinema is soft power influence which when used wisely, can help boost economic development. “People across the world often shape their perception of a country, state or city through entertainment. For long, the film industry has served as an ambassador of culture and tourism.”

The 65th Filmfare Awards to be held in Awesome Assam in partnership with ATDC, would reach a two billion worldwide reach, which the ATDC hopes will translate into phenomenal footfalls in the near future.

Touching on the figures, the CM reiterated that the event could become a platform to showcase Assam’s tourism potential to the world.

“Assam is the hotbed of biodiversity and our cinema is old and all-encompassing. Even Prime Minister Narendra Modi on his recent Mann Ki Baat radio programme urged people to visit North-East India. We recently held the Brahmaputra Pushkaram festival and visitors were overwhelmed by our love and hospitality. The Times Group’s choice of Assam as a venue proves that we are capable of hosting this mega event,” Sonowal said.

Jain stated that Assam is renowned for its art, culture, landscape and people, and Filmfare Awards 2020 will capture the essence of the state. Viewed by millions across the country and abroad, it will project it as a favourite tourist destination. “We are committed to delivering an unforgettable experience to the people of Assam,” he maintained.

CEO of Worldwide Media, Deepak Lamba, who signed the MoU for Times Group, in his address said that the Filmfare Awards has spanned generations and evolved into one of India’s most spectacular events. “We are taking legacy forward by bringing the best stars of the industry, who will entertain and perform, to Guwahati on a night of celebration. It is a landmark moment for each one us as the eyes of the filmmaking industry, both Indian as well as global, will now be on Assam, as we showcase its diverse culture, traditions, music, dance etc. Filmfare will open up picturesque Guwahati to the world and portray its beauty through a unique lens,” he promised.

Sanyutka Iyer (MUMBAI MIRROR; May 5, 2017)

Priyanka Chopra who became the brand ambassador of Assam tourism on December 24 while she was on a week-long visit to India, recently revealed that there is a lot more in the pipeline than just promoting the state with a poster and video campaign.

Speaking to Mirror, the 34-year-old actress-filmmaker-singer said, “When I met Assam’s Chief Minister saab (Sarbananda Sonowal), we spoke a lot about what we could do together because the idea of me coming on-board was always about developing the film industry in the region and bringing opportunities to the local talent and artistes.”

PeeCee recalls her first run-in with the North East’s seven sisters – Arunachal Pradesh, Assam, Meghalaya, Manipur, Mizoram, Nagaland and Tripura – while she was filming Omung Kumar’s biopic Mary Kom and met the inspirational sportswoman herself. “I travelled through the states extensively. In our lengthy conversations, Mary Kom told me many stories of the seven sisters. So, when three years later, I was offered a chance to be an asset to the region, I wanted to discuss the best platforms to appeal to the young people. I told the CM, why just films, television should be an option too,” she recounted, adding that with her “tiny production house” she plans to develop a series which will showcase the musicians, pop culture, sports personalities as well as the adventure opportunities and wildlife that the state boasts of.

“The series will highlight aspects of the state that the rest of India is unaware of. The script is not concrete yet but I am hoping it will roll soon,” she said, adding that she will be a narrator and the face of the series. She has already completed shooting for one campaign. “I have a say in all the creatives that feature me. I’ve had a conversation with the Government’s team working on the videos and hopefully, the local population will receive it well,” she added.

While her Marathi production, Ventilator, has bagged three National Awards, she is already coproducing six other regional films, three of which are presently on the floors. Speaking about her first Sikkimese production, Pahuna, which also features footballer Baichung Bhutia in a guest role, Priyanka said that the project was her first step towards the North East. “It’s not only my first film there, but also the first film to ever come out of Sikkim. I have partnered with the Government of Sikkim and we are launching an entire film industry there with local actors and technicians. People in the seven sisters are soon going to get used to making their own films,” Priyanka signed off.