Bollywood gears up for IIFA Weekend, Awards

MUMBAI: As the International Indian Film Academy gears up to commemorate its second glorious decade of celebration, India‘s biggest cinema stars are ready to descend onto Colombo from 3-5 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 globally. Co-sponsor Panasonic will to promote green products at the event. 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 has also come on board as the official money transfer partner.

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.

3 June 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 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 association with the IIFA, Videocon Industries director Anirudh Dhoot said, "We are delighted to partner with the IIFA and present the Videocon IIFA Weekend for the second consecutive year. The Videocon brand has evolved over the past year to emerge as a vibrant convergence of next-generation entertainment, convenience and communication. The Videocon IIFA Weekend is an extravaganza that brings together and showcases Indian entertainment on a global platform and presents us the perfect opportunity to celebrate our brand evolution amidst India‘s colourful cultural diaspora."

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