IIFA Awards
After a magical decade, celebrating the best of Indian cinema internationally, IIFA will commence its glorious second decade in the exotic Emerald Isle of Sri Lanka from June 3 - 5, 2010. The Videocon IIFA Weekend includes the high-profile FICCI IIFA Global Business Forum, the IIFA Foundation Fashion Extravaganza, the IIFA Foundation Celebrity Charity Cricket Match, IIFA Film Workshops, IIFA Film Media Briefings and the climax of the Weekend, the spectacular Micromax IIFA Awards 2010, to be held at the multi-purpose Sugathadasa Stadium.
Conceptualised and produced by Wizcraft International Entertainment and supported by key members from the Indian film fraternity and the IIFA Advisory Board, the International Indian Film Academy (IIFA) is the most respected South Asian film academy. Every year, IIFA celebrates the best of Indian cinema in different countries with picturesque milieu showcasing the cinema, business and cultural facets of India and tries to synergise these elements with that of the host country.
In the year 2000, IIFA started its journey at the Millennium Dome, London, and ever since, this spectacular event has grown, for ten incredibly magical years.
IIFA has journeyed through three continents, spreading the magic of Indian cinema in London, Sun City, Johannesburg, Singapore, Malaysia, Dubai, Amsterdam, Yorkshire and Bangkok. Last year, IIFA celebrated its sensational tenth year anniversary at the Venetian Resort, Macau. For the last decade, IIFAs magical magnificence has been further adorned with flamboyant, vivacious and flawless performances by Indian cine-megastars like Amitabh Bachchan, Shah Rukh Khan, Salman Khan, Saif Ali Khan, Kareena Kapoor, Akshay Kumar, Aishwarya Rai Bachchan, Shilpa Shetty, Bipasha Basu, Abhishek Bachchan, Lara Dutta, Riteish Deshmukh, Priyanka Chopra, Govinda, Dia Mirza, Vivek Oberoi and Katrina Kaif, to name just a few.
IIFA has always undertaken benevolent initiatives to make a difference and this year is no different with IIFA tying up with Habitat for Humanity, the Sri Lankan Cricket Board and UNICEF as a part of the IIFA 2010 celebration. Recognising the magnitude of the effects of the recently-ended conflict in Sri Lanka, the IIFA Charity Initiative, in conjunction with Sri Lanka Cricket and UNICEF, aims to positively impact the lives of former child soldiers and other vulnerable children. Through the efforts of IIFA, UNICEF and Sri Lanka Cricket, proceeds from the celebrity charity cricket match are being made to the ‘Cricket for Children' project where former child-soldiers and other vulnerable children are being rehabilitated. Through this initiative children are being trained as ‘Cricket Peer Leaders' and will be given a chance to participate in the celebrity cricket match. Funds from the cricket match will also be used to adopt and rebuild a village for the displaced in Northeastern Sri Lanka, called the IIFA HANDS FOR HUMANITY programme.
"We are proud of IIFA's progression over the last 11 years and it is heartening to see IIFA now step into our neighbouring country, Sri Lanka. IIFA 2010 will see the best line-up of performances and entertainment par excellence as the best of Indian cinema descend on Colombo in June. See you in Colombo", exclaimed Sabbas Joseph, Director, IIFA. Lara Dutta, Riteish Deshmukh and Boman Irani will once again don their roles to play hosts for the Micromax IIFA Awards 2010. Both, Lara and Boman will play hosts for the fourth time at the Awards, while this is Riteish's third time teaming up with funnyman Boman Irani.
The popular categories of the Micromax IIFA Awards 2010 include Best Film, Best Direction, Performance in a Leading Role - Male and Female, Performance in a Supporting Role - Male & Female, Performance in a Comic Role, Performance in a Negative Role, Best Music Direction, Best Story, Best Lyrics and Best Playback Singer. The nominations for Performance in a Leading Role (Male) comprise the superbly talented and dashing heartthrobs in Indian cinema - Aamir Khan for 3 Idiots, Amitabh Bachchan for Paa, Saif Ali Khan for Love Aaj Kal, Salman Khan for Wanted, Shahid Kapoor for Kaminey and Ranbir Kapoor for Wake Up Sid, making the competition in this category, intense. Besides brilliant acting skills, ‘gorgeous, sensuous, sizzling hot and sexy' are definitely words that describe the nominations for Performance in a Leading Role (Female) the stunning women being Kareena Kapoor (3 Idiots), Priyanka Chopra (Kaminey), Deepika Padukone (Love Aaj Kal), Vidya Balan (Paa) and Mahie Gill (Dev D). Witnessing Indian cinema entertaining their audiences with some of the most unique movies produced in 2009, 3 Idiots, Wanted , Kaminey , Paa and Dev D will be vying for the title of Best Picture, while directors, Rajkumar Hirani (3 Idiots), Anurag Kashyap (Dev D), Ayan Mukherji (Wake Up Sid), Vishal Bharadwaj (Kaminey), Imtiaz Ali (Love Aaj Ka) and R. Balki (Paa), some of Indian film industry's finest directors will battle it out for the title of the Best Director.
The IIFA Weekend and Awards is held in conjunction with the Sri Lankan Tourism Promotions 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 SriLankan Airlines will be partnering IIFA as the ‘Official Airlines Partner'. The Literacy Partner for IIFA 2010 is Linc Pens. Reebok will be the Apparel sponsor for IIFA Foundation Celebrity Cricket Match. Western Union has also come on board as the Official Money Transfer Partner. IIFA Weekend Associate, Gitanjali Lifestyle will support IIFA embellishing the events and the glitter of the stars.
The Videocon IIFA weekend is going to rock the whole city of Colombo with extravagant and feet-tapping performances by Indian superstars while exotic Sri Lanka is going to turn magical as the best of the best stars from the Indian Film fraternity descend upon Colombo and walk down the green carpet to be a part of the Videocon IIFA Weekend which will culminate with the best moment of them all, the glittering Micromax IIFA Awards 2010. So, SEE YOU IN COLOMBO!!!
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