EBolly

A Look at the Receiving of IIFA Award

IIFA is what has taken the Hindi cinema around the globe with gusto and much aplomb. This award function of utterly international standards is lying behind the rapid success of Bollywood and one cannot take the face off the fact that due to IIFA Indian cinema’s stars are recognized, popular and adored hugely like the Hollywood celebs in each and every corner of the world. Thanks to IIFA for taking Bollywood to such heights where the celebs of Indian entertainment industry can now stand with pride.

International Indian Film Academy (IIFA), the pioneers to promote Indian cinema globally, have won the prestigious award for ‘Best International South Asian Event’ for excellence in promoting Indian films overseas, today. The accolade, which was presented by Professor David Flint of Triangle Media Group (TMG), celebrates IIFA’s global achievements within the film industry.

Speaking on the occasion, David Flint said, ‘I am honoured to announce the 2006 TMG awards which recognise the top fifty South Asian achievers in the global mainstream media. I am further pleased to introduce a new category of award; Events and Business, in which I would like to particularly congratulate IIFA Awards which has been recognised as ‘Best international South Asian Event for excellence in promoting Indian Film overseas.’

The International Indian Film Academy organises the annual IIFA Weekend which travels across the world, the highlight of which is the Idea IIFA Awards, a grand celebration to honour the best in Indian cinema.

On winning the prestigious award, Wizcraft Director Sabbas Joseph said, ‘As organisers of Idea-IIFA Awards we are delighted to accept this award. This award is a indeed a recognition of all the belief that our film industry leaders have in our ability to promote Indian Films across the world” .

He further said, ‘The awards hosted to date have not only been a success within the film arena attracting stars such as Angelina Jolie and Jackie Chan, but have had a major impact on tourism and business investment for the country concerned. Therefore, we hope that the success of Indian Films will continue to grow on a global scale.’

The award arrives after a successful announcement of the IIFA Weekend Yorkshire in the House of Commons, London. On the occasion, the UK Chancellor Gordon Brown, presented the IIFA Brand Ambassador, Mr. Amitabh Bachchan, with the unique honour of being the first international celebrity enlisted to the International Finance Facility for Immunisation.

The Idea-IIFA Awards presentation ceremony reaches an audience of 450 million viewers across the world and is beamed on the Star Television network. Since its launch in 2000 the Idea-IIFA Weekend has been staged at a number of esteemed locations around the world, including Dubai, Malaysia, Amsterdam, Singapore and South Africa.

WRITTEN BY GOHER IQBAL PUNN (Bollywood Analyst)

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