IIFA: Bollywood’s international platform

Collated by: Shomini Sen

It’s that time of the year again when Bollywood stars shimmer on the international shore and celebrate the best of the best in the Indian film industry. The sought after International Indian Film Academy (IIFA) awards is set to dazzle in Toronto this year. With an array of stars lined up to attend the award ceremony this year, the stage is set for yet another extravagant show which will enthral cine lovers across the world with spectacular acts, scintillating performances and glamour of Bollywood. While the IIFA has been known for its glamorous events, it is also known for hosting events always in some foreign country. While the organizers, Wizcraft Entertainment Ltd, state that the event is to promote Indian Cinema globally, stars feel it’s a brilliant way to connect with fans living outside India. The event, even though fairly new (it began in 2000), has catapulted into big league and is considered as one of the most of sought after awards ceremonies. Even though there are award ceremonies honouring the best in the industry now, IIFA has managed to create a niche for itself. When it began, it was the only award ceremony which would host a lavish ceremony overseas, especially for Indian fans settled abroad. IIFA also has provided a platform to many films which have been premiered during the IIFA weekends. Blockbuster films like ‘Yuva’, ‘Lagaan’, ‘Aankhen’, ‘Parineeta’ have all premiered at this prestigious ceremony and have been viewed not just by fans but members of the film fraternity. IIFA in fact is perhaps the only Indian award function where Hollywood and Bollywood stars have shared the same dais. In the first ever IIFA awards held in London, superstar Shah Rukh Khan shared the same dais with Hollywood star Angelina Jolie. The same event saw host of international artists like Jackie Chan, Kylie Minogue and Ashok Amritraj. While scores of Hollywood stars have lessened over the years, excellence in Indian cinema has been celebrated across the globe. Indian cinema has not only been watched and raved about by Indian fans in abroad but by non-Indians as well. The spectacular ceremony has already made its presence felt in Europe, Middle East and other Asian countries. This year, IIFA will travel to North America for the first time and host its function at Toronto which has a huge Indian population. While stars like Shah Rukh Khan, the Deols, Priyanka Chopra will entertain the audience with scintillating performances, Inder Kumar’s comic caper ‘Double Dhamaal’ will be premiered at the event. The red carpet has been rolled out, the stage has been set, what are we waiting for? Let the event of the year begin!