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Sterling puts Bollywood on the global map

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Sterling Media has once again firmly placed the Indian film fraternity on the global arena, generating reams of national media coverage for the International Indian Film Academy Weekend (IIFAs), which took place from 7th – 10th June 2007 in Yorkshire.

Sterling Media is recognized as one of the first communications agencies in the UK to have taken Bollywood to the mainstream. Having handled the communications strategies for Bollywood films, concerts, events, Sterling Media has continuously generated national media interest and coverage for an industry which once was thought of as niche. The company is also recognized for its ability to understand mass and segmented sensibilities and media consumption patterns and is thus able to tailor communications campaigns to target varying audiences.

In commenting about this year’s IIFA campaign, IIFA Director Sabbas Joseph says: “IIFA has been overwhelmed with the extensive level of national and international coverage that Sterling Media has achieved for IIFA 2007. The coverage has by far superseded the level of coverage that has been achieved in the countries of hosting in previous experiences in IIFA’s eight-year history. Sterling Media’s efforts have managed to deliver and carry the IIFA story to a global platform through the appropriate interaction with mainstream and ethnic media and wire services.”

Natasha Mudhar, Managing Director at Sterling Media, comments: “Being one of the UK’s leading Indian cinema marketers, over the years we have seen Indian cinema bolster its position in the UK. We are delighted to have had the opportunity to work with such a prestigious event as the IIFAs who we share the vision with in elevating Indian cinema to a global platform.”

The IIFA Weekend is a global institution, which not only promotes the growth and popularity for Indian cinema internationally, but forges greater cross socio-cultural affiliations on a global level. The campaign for the IIFA Weekend was implemented via Sterling Media's specialist Arts, Entertainment & Films division and all Ethnic media related activity through their Multicultural & International Division.

The IIFA Weekend is an annual event held to honour the achievements of Indian film personalities on a global platform and included business forums, film premieres, workshops and charity fund-raising events. More than 500 luminaries traveled to Yorkshire for the IIFA Weekend and the event was broadcast globally by STAR TV to reach nearly 500 million viewers in 110 countries.

Sterling Media is a total communications agency incorporating the areas of PR & Media Relations, Marketing & Brand Management, Advertising and Event Visualization. In addition, Sterling Media has three specialist divisions: 1) Arts, Entertainment & Films 2) Creative and 3) Multicultural & International. Clients range from corporate, finance, arts, entertainment, films, charity, restaurants, travel and tourism, telecomms, fashion and beauty, hospitality, food and beverage.


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