Micro-blogging website Twitter announced a partnership with Jio Filmfare Awards through Twitter Amplify, a content sponsorship package that will enable the brands to extend their presence to targeted social media audiences in India.

The first Twitter Amplify deal in the entertainment industry in India, @Filmfare will broadcast exclusive curated content live from the Twitter Blueroom on February 18, an hour before Jio Filmfare Awards' television telecast.

"Our collaboration with Filmfare will give fans a sneak peek into exclusive content that they can engage with on Twitter while viewing the content on television," Viral Jani, Head of Entertainment, Twitter India, said in a statement.

The broadcast will include a special show live on the website from the #BlueRoom with filmmaker Karan Johar and Filmfare editor Jitesh Pillaai. It will be hosted by digital creator and comedian Abish Mathew. 

"The idea is to enhance the digital footprint of the Filmfare brand with this first of a kind partnership for any awards property in India," added Deepak Lamba, CEO, Worldwide Media that owns Filmfare.

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