IFTA is India’s 1st people’s Choice Awards, with an aim to acknowledge and acclaim the versatile talent in the Indian Film, Television, OTT and Music industries.

IFTA has a dedicated market research team that works diligently to find the potential list of nominees who then compete to win the particular category. IFTA is the first ever People’s Choice Award in India that primarily focuses on the viewers who are the ultimate consumers of any type of content.

The final IFTA Nominee list is set out to the public, where they vote for their favourite artist. The nominee who gets the maximum number of votes wins the award.

About the Instagram Poll Challenge

Besides online public voting. IFTA has introduced the Instagram Poll Challenge for the very first time.

To make this challenge functional, an Instagram story was put on the official Instagram page of IFTA, informing the viewers about respective Award category and whom they’d want to see as the Poll Challengers. For example, the Instagram story for this particular category would say: “Nominate a TV Actress in Negative Role for the Poll Challenge” Based on the audience’s reaction, the top four names that pop up the maximum number of times, make it to become the final four Poll Challengers.

These Poll Challengers then compete through three different rounds of Instagram Poll Challenges. If a Poll Challenger:

1. Wins 1 out of the 3 poll challenges, then the Winner gets 10% bonus votes of her total votes on IFTA voting site.
2. Wins 2 out of the 3 poll challenges, then the Winner gets 15% bonus votes of her total votes on IFTA voting site.
3. Wins all the 3 poll challenges, then the Winner gets 20% bonus votes of her total votes on IFTA voting site.

The IFTA voting site only allowed Voters with Indian Phone numbers to Vote. For this reason, the Instagram poll challenge was introduced to give International Fans an opportunity to Vote for their favourite celebrities.

And The Winner is….

This actress is so versatile that she knows how to charm her audiences with her different kinds of roles. Be it the protagonist or the antagonist, this Actress shows her A game in acting. Pranali Rathod Wins the Award of Most Popular TV Actress in Negative Role 2021-22 for her performance as Saudamini in Barrister Babu. 15% bonus votes were added to her total as she won two Instagram poll challenges. She attained the first spot with 2591 total votes.

On number two is Karishma Sawant who plays Aarohi Goenka in Yeh Rishta Kya Kehlata Hai. 10% bonus votes are added to Karishma’s total as she won one Instagram Poll Challenge as well. Karishma with her negative role truly garnered a lot of animosity for her character on screen which translated into public votes.

On number three is Sudhaa Chandran for Naagin 6. She scored a total of 605 votes to make a mark at the third spot. Naagin is one such franchise that is incomplete without involving Sudha in the cast. Ever since its first season came out, people became true admirers of her grey shades on the show. In season 6 of Naagin, she played the Maha Asur – Seema Gujral.

Some honourable mentions

On number four is Isha Malviya for playing Jasmine Kaur in the very popular soap opera Udaariyaan. Aishwarya Sharma ranks fifth for playing Patralekha in Ghum Hai KisiKey Pyaar Mein.

Madalsa Sharma for Anupamaa, Urvashi Dholakia for Naagin 6, and Ruhi Chaturvedi for Kundali Bhagya are amongst other winners who played the perfect antagonists on these shows.

Results

Words of gratitude

IFTA congratulate the winners and appreciate the audience for supporting them and taking the time to vote.

IFTA hopes to see you again next year with the latest nominations and new results. Do not forget to share your feedback and suggestions.