The curtains have come down on the IIFA Awards for 2008 on Sunday with conferring of awards to various luminaries associated with cinema in different categories. What IIFA Awards have done in bargain is an achievement which the Chinese government would not have been able to do on its own inspite of all its marketing acumen put in place. IIFA has promoted Macau as a tourist destination among the Indian public and the Chinese government is hopeful that it would bring the Indian tourists in droves thanks to the wide publicity given to the IIFA by all the forms of media in India.
Macau is one of the administered regions of India where gambling is allowed legally. As a matter of fact Macau has 26 casinos, and the very first day when the Indian star party arrived, Macau could not have got the better publicity than from Boman Irani who won more than Rs.25000/- in the casino in Macau.
Gambling is one of the attractions that had been enticing the Indian tourists to throng to the Himalayan kingdom of Kathmandu, but after the strife in Nepal Macau seems to be emerging as the favorite destination.
The IIFA has again emphasized the fact that there could not be a better publicity than a congregation of film stars at a destination to promote an event and in the bargain also promotes a destination as well. IIFA has been doing it from the time it made its debut 10 years ago. In fitness of the things fortuitously IIFA returned to the sub-continent underlining the important message that if India and China pull their resources together in the field of entertainment, there would not be any country in the world which could challenge their might.
IIFA has shown the way that when it comes to promoting a destination there is no other package that serves the purpose better than IIFA. Where else can one get whose who of the Indian film industry endorsing a destination without seeking any endorsement money? Can IIFA be held in India at one point of time, though it would go against its grain? Time would be the only judge.