Greening The IIFAs: Awards reflect commitment to sustainability

ABU DHABI: At the dawn of the new millennium in the year 2000 in the heart of London at the iconic Millenium Dome, one of the greatest and biggest entertainment IP’s of the 21st century was born — IIFA (International Indian Film Academy).

Dedicated to building bridges across cinemas, businesses, communities and nations, creating everyone’s dream — ‘One People. One World’ — 21 years ago, the dream to take Indian cinema to the world had come true and a celebration was brought to life that connected people, countries, cultures and nations with the platform of cinema.

Bringing alive the magical and unforgettable memories from over the years as IIFA journeyed the world.

Proud to be leaders of the industry, IIFA put the environmental agenda at the realm of IIFA Weekend & Awards in 2007 when they launched the concept ‘Greening The IIFAs’ and came up with the idea of symbolising this idea with bright green carpets instead of traditional red ones.

With stars from Sienna Miller, Colin Firth, Amitabh Bachchan to Priyanka Chopra, IIFA has done proud to make a difference and continue to thrive doing so in advocating that we can all make a difference to our home, our world.

IIFA has always helped create clever messaging on the environment that the stars and celebrities involved would convey to the audiences and fans globally and today with the power of celebrity following, it’s worked.

The awards reflect the commitment of fashion houses to sustainability.

The countdown to the biggest celebration of Indian cinema has begun with the International Indian Film Academy and Awards (IIFA) scheduled to take place at Yas Island, Abu Dhabi, on May 26 and 27.