For the last 75 years it has drawn in the city's most incongruous icons infusing them with its most distinctive aroma and style. It has created strong childhood, college and career memories for numerous generations and given countless visitors a place to watch the world go by. For a small pastry shop that opened its doors in 1927, Flurys has definitely come a long way. It is for these reasons and many more that The LYCRA MTV Style Awards 2006 today felicitated Flurys with the title of ‘The Most Stylish Place' in Kolkata. The Award was presented to Vijay Dewan, Managing Director Apeejay Surrendra Hotels by MTV's very own style diva- Semi Girebaal

The LYCRA MTV Style Awards 2006, India's most definitive style awards for the most discerning style gurus and divas of the country will be held on October 14 th 2006 at the only venue in mumbai large enough to hold so much style, the MMRDA Bandra Kurla Complex. And recognizing ‘The most stylish places' in Kolkata and Bangalore is in line with this year's endeavor to take the awards beyond Mumbai.

Announcing the award, Aditya Swamy, Vice President, Marketing, MTV Networks India, said, “Apart from having a distinct character of its own, Flurys has withstood the vagaries of time and has been a breeding ground for style and stylish people. We are therefore delighted to recognize it as the most stylish place in Kolkata”.

Speaking on the occasion, Satish Khurana, the Regional Director, Apparel, South Asia for INVISTA, said, “Kolkata is fashionably stylish and Flurys, over many decades, has been a popular destination for famous personalities who have defined style in so many exciting aspects. We are delighted to be in Kolkata to honour Flurys as the ‘MOST stylish Place'. LYCRA, being a premium fashion brand, shares a special relationship with Kolkata, a city so vibrant and stylish, which is home to prominent apparel brands and the designer fraternity. In association with them, LYCRA is helping define the continuously evolving style quotient for youth in India and our partnership with MTV for LYCRA MTV Style Awards, is taking that cause even further”.

Speaking on the occasion, Vijay Dewan, Managing Director, Apeejay Surrendra Hotels said, “The Paul family has owned Flurys for over 40 years now. As owners they have been well aware of the tradition, heritage and value for money that the brand represented for years. Flurys today, is undoubtedly the only tea room of its kind in the country popularizing fine European traditional confections for decades and to many generations.

The challenge was taken up by Priya Paul, Chairperson, Apeejay Surrendra Hotels two years ago to enhance the heritage of Flurys and make it reminiscent of the turn of the century European tearoom, while upgrading technology, kitchen and efficiency in operations to make it at par with world class. It is a great success story. The LYCRA MTV Style Award is a pleasant surprise and a modern-day recognition for a real style icon with enhanced heritage”.

After ‘Desi Cool' in 2003, ‘Circus' in 2004 and ‘Milltary' in 2005, the theme for the LYCRA MTV Style Awards 2006 is ‘Celebrating Style'. In keeping with the theme, this year's main event will feature an explosion of colour with the year's chosen designers- Neeta Lulla, Ritu Kumar, JJ Valaya, and Rohit Gandhi- Rahul Khanna presenting their lines. Creating exclusive designs solely for the 4 th LYCRA MTV Style Awards, each style-setting designer will team up with an equally formidable music performer, to present a unique fusion of fashion, music and unpredictably cool style. Additionally, critically acclaimed designer Suneet Verma will create a special line for the opening sequence that will set the tone for the glamorous evening. The fashion and music extravaganza on stage will be interspersed with awards being presented to the most stylish people in India across different walks of life.

What's new this year at the LYCRA MTV Style Awards 2006? Well, quite a few things. To begin with, one of Bollywood's most stylish and suave film makers, Karan Johar will host the show. For the first time the show will go outdoors, making it bigger in terms of scale and size. The size of the panel has been broadened to 29, instead of 8(which has been the case for the last three years) to include more style gurus and divas as panelists from all walks of life. And, as mentioned above, taking MTV Style concept outside Mumbai, this year the LYCRA MTV Style Awards extends itself to two more cities- Kolkata and Bangalore. In each of these cities, the LYCRA MTV Style Awards will recognize and felicitate the ‘Most Stylish Place'.

Leading up to the final night of the awards is a comprehensive process that has been instituted this year. An exclusive panel of 29 judges comprising style gurus and divas across different walks of life like Arjun Rampal, Ashok Salian, Manish Malhotra, Malaika Arora Khan, Mehr Jessia, AD Singh, Prahlad Kakkar and Deepika Govind amongst others will finalise the nominees in the three categories- Popular, Technical and Honours. Shortlisted nominees in the Popular category will then be up on-air as well as www.mtvindia.com where the fashionistas of the world can log in, cast their votes and decide the winners. Alternatively, they could message ‘STYLE------ (option) to 6882 to vote for their favourites. The winners in the Technical and Honours categories will be decided by the panelists.

The LYCRA MTV Style Awards 2006 will also be promoted through an extensive campaign running across print, outdoor, on-air, mobile and online via mtvindia.com.

Media partners on the event include RED FM, MSN and Marie Claire.


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