Lux Style Awards 2011 – A decade of finesse’

When it comes to pinpointing a true to the soul entertainment and glamour show Lux Style Awards is the name which stands out from among the rest – having been labeled as number 2 in entertainment and movie fan page of Asia, Lux Style Awards is a legacy of its own. Marking its first decade of cut-throat competition amongst nominations and glamour dazzling the stages, with dancing and singing along to an audience of millions, Lux Style Awards is back to being under the most entertaining and brightest spotlight!

Due to the positive exposure and prestige of the Awards, being the exclusive Digital agency for Unilever Pakistan for LSA, Converge Technologies, caters specifically and most dedicatedly to promote the nominations via digital voting by different media platforms very efficiently since 2008. This year too, Converge emphasized wholly upon digital platforms in order to provoke and encourage viewer participation through SMS, IVR and Social media interaction, during what is typically called the “Voting season.”  This has generated significant results influenced more by marketing quality.  It can hence be called the greatest promotion scheme that any industry ever devised for itself.

The voting criteria had been divided among six viewer’s choice categories of which the winners were:

• Best Actor (Terrestrial) :  Javed Sheikh for Pal Bhar Mein
• Best Actor (Satellite) : Faisal Qureshi for Meri Zaat Zara Benishaan
• Best Actress (Terrestrial) : Sania Saeed for Hawa Rait aur Aangan
• Best Actress (Satellite) : Bushra Ansari for Dolly ki Ayegi Baraat
• Best TV Drama serial (Terrestrial): Anokha Ladla         
• Best TV Drama serial (Satellite) : Bol Meri Machli

The critical worth, artistic vision, cultural influence, and innovative qualities of many dramas, music and artistes are not given the same magnitude of appreciation elsewhere as it is done in the annual Lux Style Awards.

LSA is about paying due tribute to stars, more precisely, to legends who have rendered services to the Pakistani audience through their talent and dedication to acting and entertainment. One such name was of late Moin Akhtar – a celebrity, a legend, a person who defines entertainment and defies all limits of conventional acting and performing arts. Saira Kazmi and Imran Aslam charismatically succeeded in making every heart drop a tear in reminiscence with gloom and morose of an amorist.

The melancholic ambiance was then driven to the normality course of entertainment and excitement with the glitterati dancing and enjoying the dance steps. Ahsan Khan, Mathira, Aaminah Sheikh and Mohib Mirza entertained the audience, Reema and HSY moved to the beats of Love mei Ghum and stole the show.

But who said LSA is only about stars we’ve always watched on TV?

The LSA red carpet greeted also the winners who voted during the voting season in the exact same manner as were the LSA celebrities. The winners were not just welcomed through free tickets but were given celebrity treatment for a makeover at Toni & Guy for the male winners – Fahad Azeem, who voted via SMS and an enthusiast Sheikh Hameed Farooq Azam who voted via both SMS and call. Raintree mini spa made gorgeous the female winners via Facebook – Heera Shoaib and Mariam Waqar.  On the red carpet, in a celebrity replica interview with Heera remarked, “I still can’t believe this is happening and I am actually here. I feel extremely lucky!”

Fahad an endearing teenager was simply speechless about the dream-come-true experience. Whereas, more vocal winners, Mariam and Hameed were “super excited” as Marium quoted herself while Hameed could “not explain the height of happiness of being there as a winner.”

At the red carpet, Hameed said he was, “Looking forward to a pleasant meet-up with Faisal Qureshi and Amna.”

The enthusiasm which Converge received during the voting season was tremendous and it was wonderful to notice how people have been keen to make their favorite artist win. Being a star studded event with actors and actresses grabbing the attention on the red carpet, flaunting their designer wear and the toil to look gorgeous than ever before, LSA is no doubt a treat to the fashion taste of the audience and food to curb the hunger for those who lurk after their favorite stars on TV and love watching them win for their outstanding performances.

 

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