Worldwide Media Limited, the BBC-Times Group joint venture, has entered into a title sponsorship agreement with Elder Pharmaceuticals for the Filmfare Awards.

Elder announced it would promote FairOne, a fairness cream that the company markets, using the platform of the awards. This year's Filmfare Awards would be held on Feb 25 and telecast live.

The Filmfare Awards have a 51-year-old legacy and is touted as the oldest and most prestigious awards and entertainment show in Asia. Thirty-one awards are given every year, including two Lifetime Achievement awards.