The global attitude about everything Indian is changing because of India's improved economy, according to film icon Amitabh Bachchan.
"When a country becomes economically stronger, everything about it becomes good. Suddenly its food becomes better, its culture becomes prominent, its dress becomes popular, and so in cinema also," the Indian superstar told IANS in a telephone interview from Mumbai.
Bachchan said this was the logic behind taking Indian cinema across the world through the International Indian Film Academy (IIFA) Awards.
The veteran actor, speaking after announcing that this year's IIFA Awards, which aim to showcase the Indian film industry across the globe, will be held in Singapore from May 20 to 22. Bachchan is the IIFA Brand Ambassador.
Bachchan agreed that the numerous film awards that have sprung up in recent years and others that have been well established, all vie with one another to draw audiences but insisted that the IIFA Awards would be different.
"Obviously when there are awards ceremonies there are going to be actors who are going to get awarded, so that procedure is going to remain the same in almost very award ceremony.
"What is different about IIFA is the way in which it is going to be organised, what kind of people get associated with it, what kind of artistes, what kind of performers are going to come there. What is really important is the relationship between the host country and the organisers - that is what makes IIFA different."
The Singapore Tourism Board has partnered with IIFA this year, as the previous IIFA Awards from the UK and two in South Africa generated tremendous publicity through television broadcasts to millions around the world.
With the films 'Koi Mil Gaya' and 'Kal Ho Naa Ho' having dominated all the awards so far, Bachchan commented on the possibility that this is likely to happen at IIFA as well.
"These are the two films that have been very popular and because of that they attract a lot of attention and therefore people vote for them. So, yes, there may be similarities. Whenever there has been something that ahs been creatively good, aesthetically interesting, and worth being rewarded, it's always been done."
But he would not let out what his own favourites were.
"I have voted, and I can't possibly tell you who I voted for, because that is a secret and is confidential and computerized by (auditors) PriceWaterhouseCoopers, who won't disclose it either. May the best man win!"
On the fact that the process of judging work by peers in the industry that IIFA insists on is now being emulated in other awards as well, Bachchan said: "It's wonderful to be copied because that shows how important you are. It's very flattering. Imitation is the best form of flattery."
At the recent Filmfare Awards, Bachchan and Shah Rukh Khan were jointly named the winners of the new Power Award, as voted by readers of the magazine.
"Filmfare actually did a poll through a very well-known research firm and they wanted to know who the most powerful people in the film industry were. Shah Rukh and me came out as the leaders in that. This is something that is done by other magazines as well. Magazines do this to generate greater readership, more advertising etc. etc."
Agreeing that such awards were part of the innovation needed to break the monotony of awards, Bachchan said viewers could expect innovation from IIFA as well: "Most certainly! As soon as we devise that, we'll let you know!"
There will also be an event at the IIFA Awards to generate money for charities, but Bachchan could not confirm reports that it is to be a fashion show featuring the movie stars: "I don't know, but I think that is a very good idea. I think I'll put it up to the Committee."
Bachchan expressed surprise that his song from 'Baghban', 'Chali Chali', was voted the number one song in South Africa last year. He was even more surprised to learn that the newspaper Post had taken the unprecedented step of featuring the film on its entire front page.
"Can you send me a cutting of that, please?" he said, as he explained why he thought 'Baghban' had done so well.
"It's the basic emotion and the basic problem that exists in any family. Every parent wants to know what their children are going to do and wants to know that when they are old and unable to move, are their children going to look after them? That was the theme of the film - the person that you nurture, holding his hand and teaching him how to walk, will he be there when you can't walk and you need him?
"That's an eternal problem. It's there in the West - it's very, very prominent. Sadly, it's happening in India as well. It touched a raw nerve and it created a lot of debate and it created a lot of emotion among people. So that's why I think it just touched millions of homes, millions of people and became so popular."
- By Fakir Hassen, IANS
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