In 2017 Power Brands introduced the most noble and unique initiative to bring Honesty & Transparency in Bollywood Awards. The Power Brands Bollywood Film Journalist’s Awards (PB BFJA) is the only award of its kind in Bollywood that recognizes really the best of the year on the basis of a completely transparent online OPEN BALLOT voting by a jury of 25 plus respected film journalists of India. As the next season of Power Brands BFJA is about to arrive, Dr. Arindam Chaudhuri, the Honorary Director of IIPM think tank talks to us about this unique initiative.
“I have associated Bollywood since 2002 in various capacities. We have made 9 feature films and won 5 National Awards and 4 Filmfare Awards. I have worked with virtually everyone, from Shri Amitabh Bachchan in The Last Least to The King of Bollywood, SRK, for the IIPM 4Ps quiz shows. But truthfully the ability to introduce an absolutely honest and transparent award based on Open Ballot Voting has been an unparalleled high”, said Arindam
“Initially we also had an award for the second best performance but egos in Bollywood run high and no one came to receive that so we have discontinued it. Amongst all the awards we give there are some awards which are based upon editorial choice of the Daily Indian Media as film journalists have nothing to with it. One of these awards is Power Brands Bollywoods Fearless Voice. Introducing this has been one of the best initiatives at BFJA. Last year, the firebrand actress Swara Bhasker won the much coveted award. Choosing this is one of the most difficult tasks for us because unlike in Hollywood, in Bollywood, we rarely have people speaking their minds fearlessly”, elaborated Arindam.
We are all excited to wait and see who wins the Fearless Voice of Bollywood Award this year.
Check out Swara Bhasker at the last Power Brands ceremony where she launched Shikha Ghosh’s book, “Cracking the Glass Ceiling in High Heels”. https://youtu.be/9_0bpZHurBY?feature=shared
TAGS: arindam chaudhuri, iipm, swara Bhasker, power brands, bfja
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