one adhesive that can bind the reached this far by bridging two generations of

country – its diverse cultures, readers. By being nimble-footed and in

languages, dialects and religions – it complete communion with the times it has
is the Hindi film industry. transcended distinct eras and continually
Bollywood, as it is popularly differentiated itself from competitors. With
known, has a huge following in India news stands piled high with magazines of
and around the world. Hindi movie every description and every interest, it is
lovers who span the globe devour extraordinary that Filmfare should be the
every scrap of information they can fifth-most read English magazine in the country
lay their hands on about their (Source: internal data).
favourite movies and movie stars. Just as Filmfare is recognised as India's oldest
Movie magazines also double as and most distinguished film and entertainment
fashion ramps because clothes worn magazine, so too, are Filmfare Awards venerated
by film icons set trends for their as the oldest and most prestigious. Despite a
loyal fans. plethora of other tribute payers, Filmfare
It is in this very special world of Awards – and its iconic trophies – stand out as
part fantasy, part dreams, part the pinnacle of achievement.
desires that Filmfare flourishes.
Cocooned in impeccable History
credentials, Filmfare has been the The history of Filmfare parallels the history of
window into Bollywood's biggest the Indian film industry which it has mirrored in
films and into the lives of its biggest its pages for over 57 years. A Times of India
divas for more than five decades. enterprise, Filmfare commenced publication in
It cannot be a surprise that this 1952 and is, today, the oldest English language
exceptional publication boasts a film magazine in India.
readership of 2.23 million each 1952 was a time when millions were still
issue (Source: IRS 09 R1). searching for answers, seeking relief
and succour. Films were a perfect
Achievements escape transporting, for those three
Filmfare has been inextricably hours, people into a magical world
entwined with the development of of dreams and make-belief. It was
in a newly independent
India that Filmfare made
Market its debut giving its
Cassandras have been predicting the death of readers the first glimpse
the magazine since the advent of the internet, into the glamorous lives
only to be proved wrong with equal regularity. of celluloid celebrities.
The fact is that the readership numbers, The issues of the
particularly in India, are looking very robust. magazine flew off news
According to a PricewaterhouseCoopers stands. Pictures of
report, revenues for newspapers and magazines favourite stars were
grew at a compounded annual average rate carefully cut out and
(CAGR) of 15% in the last four years – a figure gently pasted into scrap
higher than anywhere else in the world. books and on the walls
The growth is driven by a young demographic of the homes of adoring
and a set of circumstances typical to the Indian fans. Such was the draw of
landscape – an increasing number of working Filmfare.
women leading to double income homes, more For the next 32 years,
disposable money, rapid urbanisation, smaller until 1984, the magazine
households and the yawning gap between the continued to be published
haves and the have-nots that Indians are in a every fortnight when it
hurry to bridge. The young Indian consumers, was made into a monthly.
particularly in urban areas, find in glossy It reverted to the
magazines fortnightly frequency in
experiences which November 2007.
are in sync with In 1953, in a novel
their growing exercise to determine the
aspirations and Award winners, the readers
bring imageries the Indian film industry. Every breath, every step of Filmfare polled various
that break the that this huge business has taken has been award categories. More than
monotony of their faithfully captured on the canvas Filmfare has 20,000 respondents cast
stressful lives. presented – issue after issue. their franchise setting in
But the It is, therefore, no idle boast that if a motion the legend of
publication segment researcher were studying the history of Indian the Filmfare Awards.
that interests almost cinema – and particularly the Hindi genre – he In 1954 the magazine
every one, without would have to turn to Filmfare to discover the hosted the first Filmfare
exception, is the landmarks that pushed it into its next orbits. evening – then called
movie magazine; But what is remarkable about Filmfare is the The Clares – in honour
because if there is fact that the magazine in the stand, today, has of Clare Mendonca,

76 SUPERBRANDS
 and it is this same language that Filmfare At about the same time it ascertained a growing
employs to reach out to thousands of demand for Filmfare in regional languages; the
avid movie lovers. The magazine's strong first of these has been launched in Tamil with
editorial content has always been its Telugu and Malayalam next in line. Apart from
mainstay. Filmfare steers clear of tabloid reaching the local populace these editions will
journalism. It is the only Indian film also reach the language diaspora – particularly
magazine that talks not just of the stars in Malaysia, Singapore and the Middle East.
and their not so private lives but also of The growing access to the internet among
trends in the movie world. Indian youth has opened up a fresh new avenue,
The photo shoots of Filmfare are leading to a different segment of readers, who
legendary and every star at one time or may or may not pick up the magazine but will
another has posed for the magazine's be loyal followers of the Filmfare brand on the
pages and many a star image has been net. Filmfare.com aims to provide film and
reinvented by the stellar troupe of celebrity content that is exclusive. The long-term
Filmfare photographers. The Filmfare goals of the website include becoming the
photo features meld art and fashion – ultimate film portal. Filmfare can now also be
making it the perfect fanzine. accessed on Twitter and Facebook where tens
Over the years, Filmfare has blended and thousands of followers prove how popular
into the fabric of the Indian culture just the brand is in all forms of media. Filmfare is
as much as the Hindi movies making sure that Bollywood fans, anywhere in
themselves. The brand derives its the world, get Filmfare content on mobile
authenticity from a team of journalists phones, websites, live events and any other
who are intimately involved with the medium that can reach the passionate reader
celebrities. In other words, if there is on Bollywood activities and Indian movies.
something the stars want to say, the fans
read it first in Filmfare. Promotion
In The Big Ticket section, the Filmfare attempts novel ways of generating news
magazine not just reviews and previews and staying in touch with both its current and
movies but also keeps a check on every potential readers. One such effort is the
Filmfare Cover
the magazine's first film critic. Since launch event. Not
then these awards have acquired so only is this
much consequence that they are often covered
referred to as the Indian equivalent of extensively by the
the Academy Awards. media, it is also a
With a view to strengthen their testimony to the
delivery, Filmfare and Femina were close relationship
hived off into a subsidiary by the Filmfare enjoys
Bennett Coleman group. The new with movie stars.
ownership, Worldwide Media is a While the
50/50 joint venture between the Times shoot itself has
of India Group and BBC Magazines, the become a
publishing division of BBC Worldwide. celebrated event,
issues featuring
Product the stars are
A glitzy and alluring round up of all unveiled by the
that a Bollywood buff would want to stars themselves
know about Indian movies and movie at a press
stars would best describe the package conference
that Filmfare puts together for its packed to the hilt.
readers every fortnight.
The language of movies is universal Brand Values
Filmfare is not just
music CD, DVD and book based on a film magazine; it is the most respected brand
Hindi cinema that hits the stands. in film journalism. This
Its other deliverable – the Filmfare publication has lived by
Awards – are more than an event, they a credo that has stood
are a chronicle of the highs of the the test of time – a
Indian movie industry. statement of belief
From a modest ceremony which that the magazine will
lasted for less than a couple of hours, publish only well-
the Filmfare Awards have, today, researched articles and
morphed into the most breathtaking accurately portray the
extravaganza that the country waits for magical world of
each year. movies and the stars
Never compromised, never allowed that make this very
to lower in prestige, the awards' special world possible.
ceremony has always been marked by a
distinct brand of elegance, dignity and www.filmfare.com
unparalleled magic. Today it is an
exclusive by-invitation-only evening for
the crème-de-la-crème of the industry. Things you didn’t know about
Filmfare
Recent Developments
One of the reasons for Filmfare's The Filmfare statuette was made in silver to
continuing success is the fact that celebrate the 25th year of the awards
the magazine is never standing
still. Researching the market and President Gamal Abdel Nasser of Egypt was
understanding emerging reader wants the Chief Guest at the Filmfare awards function
has helped Filmfare re-invent itself in 1960
several times over. In early 2008, in Superstars like Ursula Andress, Gregory Peck
one of its more recent developments and Will Smith have been a part of Filmfare
Filmfare revamped its look and overall celebrations
layout and re-emerged as a fortnightly.

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