Twitter announces Amplify partnership with FilmFare and Jio

Twitter has announced a partnership with Jio Filmfare Awards through Twitter Amplify, a content sponsorship package that will enable the brands to extend their presence to targeted Twitter audiences in India. The first Twitter Amplify deal in the entertainment industry in India, @Filmfare will broadcast exclusive curated content live from the Twitter Blueroom at 6.30 pm on February 18, 2017, an hour before Jio Filmfare Awards’ television telecast, available worldwide to Twitter’s logged-in and logged-out audience and connected devices. 

The special broadcast will include a special show Live on Twitter from the #BlueRoom with film director Karan Johar (@KaranJohar) and Jitesh Pillaai (@jiteshpillaai), editor Filmfare; hosted by digital creator and comedian Abish Mathew (@abishmathew). The special broadcast streamed from @Filmfare will see Karan and Jitesh revealing inside scoop on Bollywood’s biggest stars and sharing interesting backstage trivia from this year’s awards. As the trio speak about movies and more and engage in a fun Rapid Fire Round that will pit Karan and Jitesh against each other, fans will get a special sneak peek into Bollywood’s biggest night exclusively on Twitter. 

Jio’s pre-roll video will be added to the multiple creative executions, including behind the scenes, sneak peeks from the Red Carpet, nominations and celebrity reactions from the event itself shared by @Filmfare. The Amplify deal for the 62nd Jio Filmfare Awards 2017 began with the Red Carpet episode and runs through the final broadcast of the awards on television this weekend. 

Twitter Amplify enables media companies and brands to capture the excitement on TV and distribute it to fans and audiences across Twitter, far beyond their existing followers. Audiences can immediately relive that moment or experience it for the first time on their mobile phones while they engage in Twitter conversations. 

Viral Jani, Head of Entertainment, Twitter India, said, “People come to Twitter to be a part of the social TV conversation around celebrities, which is constant on Twitter. Twitter is where the virtual world of entertainment unfolds and we are excited to have Jio and Filmfare on board to further enhance Twitter’s second screen experience. Our collaboration with Filmfare will give fans a sneak peek into exclusive content that they can engage with on Twitter while viewing the content on television.” 

“Filmfare is always looking for innovative ways to bring the best of Bollywood to fans all over the world. We are thrilled to team up with Twitter and provide users around the world never before seen glimpses from the event and behind the scenes peek to one of the most prestigious awards in the film industry. The idea is to enhance the digital footprint of the Filmfare brand with this first of a kind partnership for any awards property in India,” said Deepak Lamba, CEO, Worldwide Media, which owns Filmfare.