The 54th Idea Filmfare Awards 2008 function will be held at Yash Raj Studios in Andheri on February 28.

Introducing the new sponsor, Idea Cellular, Tarun Rai, CEO of Worldwide Media Pvt Ltd, said that for the first time the awards were being taken across the mobile platform.

The Filmfare Awards Contest will now be available on SMS, voice and WAP portals. Mobile users can also win free passes to the awards ceremony and access Filmfare award clips, wallpapers and trivia on their cellphones.

They will also be able to participate in the voting process. Meanwhile, at the press interaction, the media made the most of the
opportunity to quiz all those associated with the awards. While Filmfare editor Jitesh Pillai sportingly fended off accusations of manipulations, guest Deepika Padukone underwent an inquisition on almost everything — from her love life to this year's winners.

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