IIFA goes green
Joginder Tuteja, Bollywood Trade News Network
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 From its inception, the International Indian Film Academy Weekend (IIFAs) has been dedicated to creating one people, one world, bridging the social, cultural and economic divides that disconnect communities across the world.
On 28th March 2007, at the IIFA Weekend Curtain Raiser in Star Dome Madame Tussauds, home to the world’s most favourite wax figures, IIFA brand ambassador and esteemed legendary actor Amitabh Bachchan, actress and style icon Sienna Miller together with Rt. Hon. David Milliband, Secretary of State for Environment, Food and Rural Affairs launched the IIFA Bond for Global Cool the world’s first major climate change campaign backed by Indian and international cinema stars.
The IIFA Bond for Global Cool, allows IIFA’s fans and supporters across the world to join the movement that brings together “The People versus Global Warming”. People visiting the websites of www.iifa.com and www.globalcool.org will have the opportunity to pledge to take the simple actions that will make their lifestyles more eco-efficient. They will be given a “My CO2 score card” and when their commitment reaches a saving of one tonne of CO2, will be given the “IIFA Bond for Global Cool” which enjoins them with the celebrities who are campaigning for Global Cool and gives access to Global Cool’s online community of film, music and other entertainment.
This is a unique campaign tool that will be activated by IIFA, Global Cool and their sponsors in May across internet, mobile, television, print and other campaign platforms.
Global Cool is working to get a billion people worldwide to reduce their greenhouse gas emissions. Global Cool’s partnership with IIFA will use the powerful medium of Indian cinema to show Asians globally how they can help save the planet. The IIFA partnership has the potential to bring Global Cool into the households of 500 million Indian cinema fans worldwide.
IIFA Brand Ambassador Amitabh Bachchan says: “IIFA is committed to using the power of Indian Cinema to build bridges and bring people together on global issues. We are proud to join the war of People versus Global Warming, supporting Global Cool in its efforts to get all of us to live more eco-efficient lives. IIFA provides a powerful vehicle through which to rally public consciousness, bringing to the forefront of people's minds a deeply grave phenomenon that can no longer be ignored. We aim to carry this message to a constituency of people who may otherwise be unaware of the serious impact of global warming. The smallest and simplest of changes will contribute to deferring the climatic tipping point.”
 Global Cool ambassador Sienna Miller adds: “I’m very excited about joining Global Cool and their campaign to tackle Global Warming. Climate Change is an issue that is going to affect us all unless we act now... and I truly believe Global Cool’s approach of encouraging individuals to reduce their energy use will go a long way to solving the problem. I would also like to say how grateful I am to the International Indian Film Academy for giving us the opportunity to spread our messages and tips to their audience of 400 million people around the globe. Simply making people aware of the effortless lifestyle changes they can make to reduce energy can potentially make a huge difference. I hope to travel to India in the near future to witness first hand the affects of global warming and to see how Global Cool’s energy saving projects are developing.”
To pledge their support of the IIFAs, in attendance today were a host of dignitaries, UK government representatives, business personalities, international celebrities and stakeholders such as lead sponsors and representatives from the region of Yorkshire, the host region for the IIFA Weekend 2007.
The IIFA Weekend which is being held from June 7-10, 2007 is a spectacular presentation of the best of Indian entertainment, business and culture. The film promotions and presentations are being uniquely powered by Eros International, one of the largest distributors of Hindi film content in the world.
The IIFA Weekend includes the high-profile global business forum, a celebrity charity cricket match, world premieres of Indian films, a film festival and the spectacular Idea IIFA Awards which are broadcast by Star Television network reaching out to a global audience in excess of 500 million viewers.
Speaking at today’s event were IIFA Director Sabbas Joseph, who provided an overview of the IIFA’s journey, its development in Yorkshire, details on key IIFA partnerships and a preview on “IIFA going Green”. Other speakers included Glen Earlham (Managing Director, Tussaud City Centre Attractions), Tom Riordan (CEO, Yorkshire Forward), Judith Donovan (Chairman, Yorkshire Tourist Board), Amitabh Bachchan, IIFA Brand ambassador, Ajay Vidyasagar (STAR TV) IIFA’s global broadcast partner. Fanny Calder Campaign Director, Global Cool and Sienna Miller, a Global Cool Ambassador were there to show their support for the IIFA Global Cool Bond.
omorrow sees the second IIFA Weekend Curtain Raiser event at Civic Hall, Leeds where details on the IIFA Fringe Festival and the partnership between IIFAs and Leeds Metropolitan University will be unveiled. Later that day, IIFA’s will also be launching the first ever IIFA Café at the much acclaimed Aagrah Restaurant, Leeds. The inauguration will include a special VIP luncheon for invited guests with key speeches by Amitabh Bachchan, Sabbas Joseph and Aagrah MD Mohammed Aslam.
The IIFA is proud to have the IIFA Weekend Yorkshire powered by Eros International, India’s leading integrated media and entertainment company, which has pioneered the creation of an international platform for Indian cinema over the last three decades. The IIFA Weekend will be powered with a selection of content from the rich Eros library of over 1300 films.
The IIFA Weekend is supported by Yorkshire Forward, Yorkshire Tourist Board and Yorkshire Culture its media partner Star TV, Leeds Metropolitan University, charity partner Oxfam and Global Cool with whom the IIFAs will synergise to create an IIFA legacy.
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