Anuj Saxena the actor, prepares to take a backseat. Anuj Saxena, the industrialist, prepares to move centrestage, with Elder Pharma, his company, bagging the title sponsor rights of Filmfare Awards for the next three years. The award will now be called Fair One Filmfare Awards 2005. This year the Filmfare Awards will be held on 25 February.

Anuj, better known as Abhay Kapoor in Sony's Kkusum, has had a chance foray into television that clicked, a hesitant debut into films (Lips, the kiss of death) that hasn't as yet. A doctor by qualification, his family concern has prospered since he decided to chuck up medical practice in favour of looking after the business. A well thought out decision, considering Elder has grown to become a Rs 350 crore company, Anuj floated his own software production company Maverick Productions last February....all this, while managing to juggle lead roles in Kkusum, Kumkum, and now, a role in a forthcoming half hour daily Risshton Ki Dor.

However, it is Elder that seems to have made the big headlines with the advent of the new year.

Anuj continues to divide his time in India and abroad, growing his business, and furthering his acting career when in town. His Maverick Productions, has already produced many ads, the prominent ones being Tiger Balm white, Blistix Lip care balm, A.M. Mouth Wash and Fair One fairness cream, while Maverick's first show Khiladi No 1 is already on air on Zee Smile.

According to reports, Elder is also looking to extend its association with Shahnaz Hussain, plans to introduce shampoos in the hair-care segment and is looking to bring in products available overseas, as is a deal with an Australian company.

As of now, Elder's managed a coup of sorts by bagging the 51st Filmfare awards sponsorship. 2006 sure has started with a bang for Anuj.

Elder logo courtsey elderindia.com