madhu Mantena

The successful Indian film producer – Madhu Mantena is here to discuss about Filmfare and IIFA Awards (International Indian Film Academy Awards). Awards are given to honor both artistic excellence, technical geniuses, unparalleled dedication, and hard work put into making banging, one of its kind movies. While Firmware is one of the most famous events carried out in India, IIFA Award takes place outside the walls of India except for the 20th award which was held for the first time in Mumbai, India in 2020. Here, talents, creativity, and all Indian languages best of the best are brought to justice to determine who takes the cup, for what, and why.

Here, Madhu Mantena, a successful film producer, a media entrepreneur who has produced several highest-grossing movies explains all that Filmfare and IIFA Awards entail.

A Plethora of Genuine Talent is Showcased

These awards have successfully showcased the best talents that India has to offer the world. The aim was to promote India cinema across the globe and it spans out across numerous categories. IIFA awards major categories are popular awards, Special awards, and Technical awards. Filmfare is more or less the same with the major categories being Merit awards, Critics’ awards, Technical awards, Special awards, Short film awards. Over the years, these awards have been the vehicle in driving the India cinema globally by celebrating and recognizing the talent within the Indian film industry. The annual celebration is always set to house Indian cinema’s finest talent, glamour, glitz, world-class media, world signatures, and fans across all walks of life. Here are the events everyone looked forward to and it’s no surprise they are the most famous events everyone, both home and abroad love,” Madhu Mantena says.

The Sponsors are the ones behind the Events

What is the behind-the-scene of those extravaganzas in India?  “Anyone from event management companies to consulting outfits to media companies and even consumer goods companies. The ceremony has been sponsored by private organizations and any businesses looking to boost their brand reputation and gain wider visibility can be a sponsor.” Madhu Mantena says. Other commercial tie-ups, including the sale of tickets, also cover up for the expenses and everything that goes into making awards worth it.

The Fate of the Artists are in the Hands of both the Public and the Committee of Experts

Filmfare operates on the dual voting system which is in contrast with the National Film Awards screened under the expert eyes of the panel set up by the Indian government. All films that are released between the 1st of January to 31st of November can make it to the awards and it requires high-quality, stunning, and well-executed production. The Filmfare Awards are voted on by both the public and the jury. It all started with a form that is being released for public voting across online platforms, prints, and where enthusiasts cast their vote for their favorite films, songs including their best actors/actresses. Voting is then analyzed and compiled, nominations are done in order to decide on who and who is best suited for which category and who best deserves “the gold medal”.

Not to forget that IIFA also invites the public to vote for their favorite nominees as well before a decision can be made on who will emerge as the winner.  Although Filmfare and IIFA awards have distinct features and the yardstick adopted by the organizing committee might be a bit different, one thing is for sure, transparency and impartiality is the hallmark. This is where the worth and importance stand.

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Madhu Mantena
Madhu Mantena
Madhu Mantena is one of the biggest producers and influencer in Indian film industry. In 2008 he co-produced the blockbuster film Ghajini.

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