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Indian Film Fraternity gears up for the biggest IIFA Weekend & Awards yet

Mega film stars, Sri Lanka Cricket Team participate in cricket for charity

MUMBAI, India , May 29 2010 - Celebrating the start of its second glorious decade, the  International Indian Film Academy is set to write its grandest chapter
yet.  The  Videocon IIFA Weekend to be held in Colombo, Sri Lanka from June 3rd  – 5th, 2010 is slated to be a spectacular weekend with India’s biggest
cinema stars in action.

 IIFA  2010  will  host  the  IIFA  Foundation  Celebrity Cricket Match, in support  of  UNICEF’s  ‘Cricket for Children’ project, to be played between India’s  top  cinema  stars and Sri Lankan cricketers. Mandira Bedi, Chunky Pandey  and  Javed  Jaffrey  will  host the match. Set to face-off are team captains  of  the  three teams, Suniel Shetty, Kumar Sangakkara and Hrithik

Roshan.  Playing  for the IIFA XI are Salman Khan, Dino Morea, Vinod Kambli and Kiran More, among others while Sanath Jayasuriya, Muttiah Muralitharan,
Mahila Jayawardene support the Sri Lankan cause.

 Announcing  his  participation  in  the  IIFA Foundation Celebrity Cricket Match, Sri Lankan cricket captain, Kumar Sangakkara said, “As a Sri Lankan, I  am  very pleased that IIFA has chosen my country, Sri Lanka, to host the 11th  IIFA  Weekend  and Awards. With the IIFA Foundation Celebrity Cricket Match, we are excited to bat for a cause and I know that my teammates and I are  very excited to do our bit for the people affected by the conflict. We are  also  excited to be playing against the Indian superstars and hope the best team triumphs, all in the name of charity.”

Captain  of the IIFA XI Team and Indian superstar, Hrithik Roshan said, “It is  indeed a great honour to play with the Sri Lankan cricketing greats and my  friends  in  the  fraternity.  I support the initiative of ‘Cricket for Children’ and IIFA Hands for Humanity and hope to put in my best efforts as Captain of the team, towards the noble cause.”

Speaking  on  the  partnership  UNICEF  Sri  Lanka Representative, Philippe Duamelle  said  “This great partnership brings together the power and magic of  Indian  Cinema and cricket to provide essential support and hope to the children affected by the conflict and help them realize their potential”.

As  a  symbol of solidarity with the Sri Lankan people, IIFA in partnership with  Habitat for Humanity and the Sri Lanka Tourism Promotion Bureau, will adopt  and  rebuild  a  village for refugees. The proceeds from the charity cricket  match  will  be donated to this ‘IIFA Hands for Humanity’ project.

The  Literacy  Partner for IIFA 2010, Linc Pens in association with IIFA is devoted  to  the  cause  of literacy and will be donating stationery to the IIFA model village in Sri Lanka.

 “The  unique initiatives undertaken by IIFA 2010 will undoubtedly forge a stronger  bond  between India and Sri Lanka.” said the Hon. Dep Minister of Economic  Development, Mr. Lakshman Yapa Abeywardena. "With the dawn of the new  era  in  our  island, Sri Lanka which is renowned as the “Pearl of the Indian  Ocean”,  has great potential in expanding its vistas in Investment,Tourism,  Agriculture  and  other  sectors  that  will immensely contribute towards  the rapid development drive initiated by the Government. IIFA will play  a  vital  role in further strengthening the mutual cooperation of our two nations.”

June  3rd  will  see the trend-setting IIFA Foundation Fashion Extravaganza which  will  be a trail blazer event in Colombo, with Indian and Sri Lankan fashion  designers  showcasing their collections. The stylish duo of Viveik Oberoi  and  Dia  Mirza  will  host  the  trendy night.

The IIFA Foundation Fashion  Extravaganza  will  be  spread  over  two  days  and is of special significance  as  it  supports  the  IIFA  Foundation.  The Foundation is a charity  organization  that  was  set  up  by  the  IIFA Academy to support families  of  the  film  industry  workers who have been adversely affected during the production of films.

This  year,  ‘IIFA  Fashion  Rocks’  will  feature  Indian designers Manish Malhotra  and  Vikram  Phadnis  and leading Sri Lankan designers Yoland and Kanchana  (KT  Brown).  The  Manish  Malhotra  collection  is inspired from textures  of  the  Mughal period influenced by the British Raj, albeit they will  retain  a  contemporary  perspective. 

While the collection by Vikram Phadnis,  specially created for the IIFA Fashion Extravaganza, will have an influence  of  costumes  and  styles  inspired  by Indian films through the years.   Sri  Lankan  designer  Yoland’s  collection  will  feature  pieces depicting  the Sri Lankan traditional mask and floral designs inspired from
the country.

The  second  night of the IIFA Foundation Fashion Extravaganza – IIFA Bling will feature celebrity showcases by designers, Rocky S and Nandita Mahtani. The  collection  by Rocky S includes classy suits with a twist, creating an  old  English  school  feel.  Nandita Mahtani’s line will consist of evening wear, appealing to women of all ages. The night is sure to dazzle audiences as the Indian film fraternity walks the ramp.

A special preview of upcoming film Lamhaa will be showcased at the Videocon IIFA  Weekend.  The  thriller  film  which is written and directed by Rahul Dholakia, stars Bipasha Basu, Sanjay Dutt, Anupam Kher and Kunal Kapoor. It  is a story on terrorism and militancy, set in Kashmir. Lamhaa stars, Sanjay Dutt  and  Bipasha  Basu  are  set  to  toss the coin to determine the side playing first at the IIFA Charity Cricket Match.

The  films,  Help  starring  Mugdha  Godse  and  Bobby  Deol and Knock Out, starring Irfan Khan, Kangana Ranaut and Sanjay Dutt are also set to provide media with their first peek during the Videocon IIFA Weekend.

Speaking  on  the  IIFA  celebrations,  Sabbas  Joseph,  Director, Wizcraft International  said,  “IIFA is a symbol of integration that has used cinema to  successfully  build stronger relationships with countries over the last decade.  We  are  proud  that  IIFA  2010  is striving to create a positive contribution to Sri Lanka and feel that this year IIFA is set to exceed all expectations. All roads lead to Colombo, as IIFA puts on its grandest three day show in the heart of Sri Lanka.”

The  Videocon  IIFA  Weekend  will  be  held from 3rd to 5th of June, 2010. The  Videocon  IIFA Weekend and the Micromax IIFA Awards is being hosted by the  Sri  Lankan  Tourism Promotion Bureau (SLTPB). Star TV will once again showcase  the  Micromax  IIFA  Awards to audiences globally reaching out to millions  of viewers. Panasonic will continue the Greening of the IIFAs and Sri  Lankan  Airlines  will  be  partnering  IIFA  as the Official Airlines Partner. 

The  Literacy  Partner  for IIFA 2010 is Linc Pens. Reebok is the Apparel  sponsor  for  the IIFA Foundation Cricket Match. Western Union hasalso  come  on  board  as  the  Official Money Transfer Partner. The Indian cinema  stars are set to descend onto Colombo  or the Videocon IIFA Weekend from 3rd-5th of June, 2010.

About IIFA

 Conceptualized  and  produced by Wizcraft International Entertainment Pvt. Ltd.  and  supported by the key members of the Indian film fraternity, IIFA is  the most appreciated South Asian film academy. Also, the IIFA Awards is India's biggest media event. With a viewership of almost 600 million, it is among  the  world's  most-watched  annual  entertainment events.

From a one night  celebration  in  2000  at  the Millennium Dome, London, the last ten years  have seen the International Indian Film Academy (IIFA) movement grow into  a  cine-packed  weekend  of  film-festivals,  workshops, exhibitions, film-showcases,  global  business  forums and sporting events, all of which climax  into  the  highlight  of the Weekend, the IIFA Awards. In the past, IIFA  has  been  celebrated  in  London, Sun City, Johannesburg, Singapore,Malaysia,   Dubai,  Amsterdam,  Yorkshire  and  Bangkok.  Last  year,  IIFA celebrated  its  10th  year  anniversary  in  Macau. 

The IIFA Weekend 2010  promises  to  be  a  grand, action-packed event; while the IIFA Awards will seek  to  honour  the  very best of Indian Cinema. For more information, go onto www.iifa.com

 About Sri Lanka Tourism

The  Sri  Lanka  Tourism Promotion Bureau’s (SLTPB) mission is to inspire, build  and  deliver 'Sri Lanka Tourism' to be the key driver of Sri Lanka's economic  growth.  Delighting  customers with passion and excellence is the SLTPB’s  goal  and  by  this,  it  hopes  to enrich the incomes of industry stakeholders  and  benefit  the  community. 
Strong  investment and focused attention  on  marketing  and reaching high yield markets, particularly the youth  market  in  countries such as UK, India, Middle East, Germany, Japan and China will drive the SLTPB forward during the next few years. The SLTPB  ill  pursue a major public relations drive that will strive to promote and
build  the  country’s  image. 

The  next few years will witness change both  domestically  and  globally.  Intensified pressures due to climatic change, rapid evolution in consumer attitudes and expectations, and further changes to  security  and  bio  security  would  be the key influences. Despite the challenges,  the  SLTPB is confident of its organization and its ability to drive  this  plan forward. The SLTPB is committed to the development of Sri Lankan  tourism  and  the  goal of being Asia’s most preferred destination!

For more information, please contact:

Wiz Swetha Subbaraman/ Gizelle Menezes/ Urminder Wachher
 +91 9819935482/ +91 9930317703/ +91 9920208840
Swetha.subbaraman@wizcraftworld.com,
gizelle.menezes@loweworldwide.com, urmi.iifa2010@gmail.com

 

 

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