Cannes and Los Angeles (the Oscars) are not the only two international film destinations where Bollywood gets to shine. It continues to strut its stuff across the globe with an increasing number of awards events both at home and abroad.
The popular Iifa
It all started in London when the Indian film industry fully understood the value of NRI audiences and its potential as a global entertainer. Hence came the International Indian Film Academy Awards (Iifa), which took the world by storm in 2000. With slick concepts and high-octane performances, Iifa is the most attended international Indian awards show today. Over the last 13 years, Iifa has toured South Africa, Macau, Sri Lanka, Canada and the Netherlands.
Nihal Mishra, a 32-year-old Gurgaon-based business analyst is married to a TV-loving housewife who has rekindled his interest in award functions. He says, “We have mostly followed Iifa for the past few years. It’s like watching a glamorous travel-cum-music-cum-dance show. I would love to see more of its kind.”
Coming soon
In 2005, the Global Indian Film Awards (Gifa) was conceived and the debut show held in Dubai. At home with the city’s large Indian base, it was a success but following a less positive second response in Malaysia, disappeared after that. Now, it is set to return in October this year in Chicago — a curious venue of choice for an Indian show, maybe but Gifa will now benefit the Americans who have so far had little exposure to Indian cinema.
Meanwhile, Durban will host the South Africa India Film and Television Awards or Saifta in September. Saif Ali Khan will host and reclusive screen legend Waheeda Rahman will be among the jurors. South Africa has long been a favourite with Bollywood filmmakers, second only to Switzerland and the host nation’s government has decided to honour that relationship by supporting the awards. Kedhar Gawde, Creative Director and Official Spokesperson of Saifta, says the show is going to be unlike its predecessors. “Local dancers from South Africa trained in Bollywood styles will perform on stage with Indian stars along with local acts. From an entertainment perspective, we are combining Indian cinema with a unique South African flavour and this sets us apart from the rest,” Gawde adds.
The recently-concluded Times of India Film Awards (Toifa) in Vancouver was also received warmly and the highlight of the event was a performance by Shiamak Davar, among the more predictable antics of Ranbir Kapoor and Shahrukh Khan.
There seems to be enough room for these shows and more though some may already be wary of the growing numbers. Anuradha Gupta, a 28-year-old Delhi-based freelancer takes avid interest in award functions. She says, “I have seen how the Filmfare and Stardust awards have grown over the years. But I don’t understand why we need these new international awards.”
The likes of Gupta might need to brace themselves because it’s not just Bollywood that gets to make international waves. Southern cinema is working hard to assert its popularity the world over.
The International Tamil Film Awards (Itfa) dates back to 2003 and was first held in Malaysia, while the South Indian International Movie Awards (Siima) started last year in Dubai. The pan South Indian show felicitates winners from Telugu, Tamil, Malayalam and Kannada cinema. Itfa fizzled out but Siima is determined to return every year at different locations. The September 2013 function will be held in Sharjah.
It won’t be long before other regional Indian film industries hop onto the global bandwagon. In the meanwhile, the mostly mismanaged Siima can benefit from examples of perfectly-executed Iifas instead of vanishing from public memory because they fail to remerge annually and keep audiences enthralled.
