Lux Style Awards 2007 gets a shot of MILK for the 3rd time in a row
MUMBAI: Lux Style Awards, Unilever‘s premier show in Pakistan is ready for a third, consecutive, mega-show with direction and creative supervision from MILK, India‘s premier production house.Lux Style Awards 2007 looks set to break all previous records in LIVE entertainment in Pakistan and the excitement at MILK is palpable.
Lux Style Awards was instituted to honour the best in fashion, music, television and films in Pakistan and will go truly-international this year with an awe-inspiring evening at Genting Highland, Malaysia. The final ceremony, scheduled to take place on the 20th of July will see some sparkling performances from Pakistani superstars like Fareeda Khanum, Atif Aslam, Ali Zafar, Reema, Javed Sheikh, Meera and more. A whopping 3000 people are expected to grace the occasion with their presence.
The cr?me de la cr?me of the Pakistani Media and Entertainment industry will attend the show, perform to blockbuster tunes and pay homage to entertainment-Lollywood style! Talking about MILK‘s association with Lux Style Awards, Ashim Sen, Partner, MILK said, ‘Three months of frantic planning and immaculate strategy have gone into creating arguably the largest LIVE entertainment property in Pakistan. 68 MILK professionals will work closely with 400 professionals from South East Asia and Pakistan to capture a ceremony that will see 12 mega performances and awards in 29 categories. A winning combination indeed!‘
Amidst all the excitement around the event, Shazia Syed, Director-Marketing, Unilever, said "By partnering with Citigold and Pond‘s in Pakistan, MILK and Hungama in India and working closely with Malaysian Tourism, the Citigold LUX Style Awards in 2007 aims to go global and present Pakistani Music, Fashion and Film talent on the world stage."
Commenting further, Reshma Malhotra, Partner, MILK said, ‘The Lux Style Awards this year is a fine example of what advertiser funding can do to the industry. The property has successfully managed to present itself as content that can be seamlessly woven across various media platforms and deliver outstandingly on all. The very fact that we could rope in a mobile content partner, technical partner and performers for the show this year vouches for the strength of our proposition. We at MILK are thrilled to see this development and take pride in being associated with this pioneering effort in Pakistan.‘
This year‘s Lux Style Awards will see a jump in distribution with Mobile Content Partner-Hungama Mobile. Neeraj Roy, Managing Director & CEO, Hungama Mobile said, ‘We are delighted to be associated with the Lux Style Awards. Hungama Mobile will leverage its Global Digital Distribution network across 32 countries to introduce the show on the mobile platform as also networks such as iTunes etc, a first for an Asian show. Lux Style Awards is a logical extension to be offered to consumers across the world‘.
To take this show a notch higher, all the equipment will be provided by Prime Focus Ltd, India. Commenting on the same Naresh Malhotra, Chairman, Prime Focus Ltd said, ‘For the Lux Style Awards 2007, Prime focus is providing an event coverage technology setup which would help the show to be produced online using 12 cameras. Advanced setup including a plethora of high-end digital production tools would be used on site to produce and package the show instantaneously.‘
Ace Indian choreographer Terence Lewis and his troupe are also slotted to perform before the august gathering. Terence Lewis said ‘This is the second year that we are choreographing Lux Style Awards and I am delighted! My act with Atif Aslam and Ali Zafar is definitely going to be the show stealer. Atif‘s passion and pain, combined with Ali‘s zest and youthfulness is going to be a killer combination and I‘m proud to be the one orchestrating all of it! So, watch out! It‘s going to get more vibrant, glamorous and mind-blasting this year!‘
Catwalk Productions, Pakistan, are the event managers and creative directors of this show and have worked in tandem with the MILK team to ensure clockwork precision on D-Day.