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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
crème de la crème 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.
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