Mumbai: Had there been a trophy for the best speech of the night at the 66th Vimal Elaichi Filmfare Awards 2021, which was held in Goregaon on March 27 this year, late actor Irrfan’s son Babil would’ve had to ascend the stage a third time. While receiving the best actor and lifetime achievement trophies on behalf of his deceased father that night, Babil had moistened many eyes in the house with his emotion-drenched eulogy. “You know how people say you can’t fit into your father’s shoes… I fit into his clothes somehow,” Babil said before revealing the fact that his father was supposed to teach him acting after he returned from film school — a promise that would be thwarted by the hospital visit from which the actor would never return.
This touching speech was among the many key highlights of the starry evening that drew the attention of millions of social media users across the world when the ceremony was shared real-time on Instagram Reels and Facebook Watch. In less than three weeks, the content around the awards garnered over 256 million views and more than 40 million engagements from global viewers across Instagram and Facebook.
Worldwide Media, a lifestyle and entertainment content company, had tied up with Facebook and Instagram as the official global digital partners of the 66th Vimal Elaichi Filmfare Awards 2021. For the first time, the awards show was simultaneously telecast on Facebook and television, while people around the world also got access to red-carpet highlights, backstage footage and special moments via Facebook and Instagram.
Viewers virtually joined the presenters, nominees and the stars on Filmfare’s official page where on offer were behind-the-stage trivia, performance rehearsals, exclusive celebrity bytes, rapid fires and celebrity challenges. Actors Nora Fatehi and Jaideep Ahlawat were among those who made their Instagram Reels debut with Filmfare.
And stars such as Janhvi Kapoor, Rajkummar Rao, Ayushmann Khurrana, Hrithik Roshan, Sara Ali Khan, Fatehi, Sunny Leone and Riteish Deshmukh — who had earlier used Reels to either promote their work or share updates — amused their instafam by participating in various challenges. If actor Sonakshi Sinha shared a sketch of the much-coveted Filmfare Black Lady in real time with her followers, actor Ali Fazal shared a hilarious take on the Filmfare acceptance speech.
Among the other highlights released across Facebook and Instagram are winning speeches by Taapsee Pannu, Tillotama Shome, and Saif Ali Khan as well as breath-taking performances by stars like Fatehi and Roshan. “Thank you Filmfare for making space for actors of all kinds,” Shome had said in her speech on receiving the critics’ award for best actor (female) for delicately conveying a domestic worker’s complicated feelings for her employer in the film ‘Sir’.
“Movies and cinema are extremely popular among our communities on Facebook and Instagram,” said Manish Chopra, director and head of partnerships, Facebook India. “The Filmfare awards are iconic and intrinsic to India’s entertainment industry and fans across the world — and this is what makes it perfect for our platforms,” he added.