Indian mobile operator Idea Cellular has signed on once again to sponsor the Mirchi Music Awards, the music industry awards ceremony put on by the radio industry.

The partnership will see Idea be involved in all seven editions of the Awards, which run in Hindi, Marathi, Kannada, Tamil, Telgu, Malayalam, and Bangla languages.

Established in 2008, the Mirchi Music Awards recognizes and honors the crème de la crème of the music industry.

Initially in Hindi, the awards were extended to the South in 2010, followed by Bangla in 2012 and Marathi in 2013.

The awards regularly features spectacular performances, rib tickling acts, foot tapping music in the presence of some of the industry’s sort after celebrities, according to a release from the station.

A record 65 million viewers watched the telecast of the awards this year.

Prashant Panday, Executive Director and CEO of Radio Mirchi’s owner ENIL said, “In a short time The Mirchi Music Awards have gained immense popularity and stature. They are the most respected awards ceremony in the music fraternity.”

“The stellar jury members associated with the awards who provide a fair and transparent process year on year, speak volumes about its credibility. It is our effort to bring to the forefront the people behind the biggest musical hits.”

Sashi Shankar, CMO, Idea Cellular said: “Idea has always been active in promoting music and its talent, across the country. We are happy to extend our association with Mirchi Music Awards again this year and honour musical talent from not just Hindi and Bollywood Music but also Bangla, Marathi and other languages from Southern India.”

The awards will be held in February, 2014.