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International Indian Film Academy Awards (IIFA) also known as Bollywood’s Oscars, instituted in 2000 are set of awards to honor Bollywood’s famously flamboyant and sensual masses. THE INDIAN film industry has travelled a burgeoning journey from its first feature film in 1913 to huge budget films like ‘3 Idiots’ and ‘Dhoom3’ today. As the nation developed, so did the Indian Cinema. In the last few years the movie industry in India has metamorphosed itself into a fully grown professional business unit and with new innovative techniques of film promotion, it is developing at a faster rate to mint more and more money. To celebrate the success of Indian Cinema worldwide, IIFA awards are held every year in different countries propelling Indian Cinema to glorious pinnacles beyond Indian shores.

The first IIFA awards were held in London, UK at The Millennium Dome. The event has expanded from one-night event to three day event to showcase the world the wealth of talent Indian Cinema has to offer. After creating a global footprint for the Indian film industry in places like Sun City, Malaysia, Johannesburg, Singapore, Amsterdam, Dubai, Yorkshire, Thailand, Macau, Colombo and Toronto, the current IIFA awards were held in Florida, USA. The Legendary Amitabh Bahchan was the brand ambassador of IIFA until 2010. The popular awards include Best Movie, Best Director, Best Actor, Best Actress, Best supporting Actor, Best Supporting Actress, Best performance in a negative role, Best Performance in a Comic Role, Star Debut of the Year – Male, Star Debut of the Year – Female, Best Music Director, Best Lyricist, Best Playback Singer Male, Best Playback Singer Female. In addition to these awards, the set also includes technical awards and special awards too.

Year on year, each IIFA experience is even more stunning than the one before. From its inception, IIFA has been creating bonds – between people, between film industries, between countries. IIFA is conceptualized and hosted by Wizcraft Ltd. This booming film industry with its stark differences and flamboyant features, stand irrepressible, each commanding respect and appreciation for their colossal contribution to the world of cinema. In a nutshell, IIfa is a happening way to honour the contributors of Indian cinema for their flawless performance and entertainment.

– TANVI SHAH

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