Bollywood takes cudgels for IIFA

BANGKOK: With all its glitz and glamour, Bollywood has sought to attach the issue of 'climate change' to its bid for international centrestage, as megastar Amitabh Bachchan highlighted Indian cinema's ability to unite people across national boundaries.

At a press conference here to launch the three-day 9th IIFA weekend here, Bachchan said that Indian cinema's strength to overcome animosity and hatred transcended boundaries.
    
"These strong points are important and valuable. I have always believed that cinema brings people together and these aspects should travel beyond Indian shores to that people outside India should also enjoy the benefits of Indian cinema," Bachchan, the brand ambassador of International Indian Film Academy (IIFA) said.

The IIFA has successfully proved that Indian cinema brings people across countries and communities together, he stressed.

Over the last eight years, IIFA has celebrated the ethos of Indian cinema outside the country's shores and helped to build bridges beyond nations, Bachchan said.

The megastar also expressed confidence that the 9th edition of the IIFA weekend will be the beginning of a fresh bond of friendship between India and Thailand.

"I have been here on number of occasions for my film shootings and the friendliness and warmth of Thailand has always been overwhelming," he added.

The IIFA Weekend kicked off this morning with FICCI IIFA Global Business Forum to discuss business opportunities between India and Thailand.

The highlight of the forum was the presentation of the Global Leadership award to Nobel Laureate Dr R K Pachauri for his contribution to create awareness on "global warming."

Speaking on the occasion, Dr Pachauri said global warming will have a negative impact on agriculture and health.

He said it was a special privilege to get the Global Leadership Award to mark the World Environment Day observed on June five.

"I appreciate IIFA and Bachchan's contribution to the cause of awareness against global warming. He is a very modest person and he comes from a place (Allahabad) where modesty is valued.

"He told me that it is just a small step on his behalf to promote the cause. I told him that even if it is a small step for him, it is a giant step for mankind," Pachauri added.

The noted environmentalist said the human race and planet Earth which sustains all forms of life, were facing unprecedented challenges, such as global problem of climate change.

"It is therefore necessary for icons of every society to step out and articulate their resolve to move the human race onto a path of development which will help people to solve the problem," he said.

Stressing that movie stars and film personalities had the power to command attention from the public, Pachauri said: "I urge those participating in the IIFA weekend to convey their resolve for protecting planet earth from climate change. We have very little time on our hands, and we must, therefore act before it is too late".

Meanwhile, Ram Gopal Varma's 'Sarkar Raj' featuring Amitabh, Abhishek Bachchan and Aishwarya Rai Bachchan will be premiered tonight.

The cast and other invitees will walk the Green Carpet to express solidarity with the cause of environment protection.
    
While Aishwarya and Abhishek kept a low profile since morning, Amitabh and his wife and actor Jaya Bachchan attended the press conference and Dr Pachauri's felicitation.

Amitabh and Jaya told reporters that they were excited about the release of 'Sarkar Raj'.

"Since the first screening in Mumbai on Thursday, we have been inundated with SMSs complimenting us about our performances. I hope the audience too support the film," Amitabh said, adding he was keeping fingers crossed.

Welcoming IIFA to Bangkok, Thailand Tourism and Sports Minister Weerasak Kowsurat described the coveted awards as a movement that provides a global pedestal to encourage international interaction and further business opportunities.

"We are optimistic that both the countries will create a stronger bond through this relationship," he added.

Sabbas Joseph, Director of Wizcraft which organizes the IIFA weekend said following last year's IIFA weekend in Yorkshire, the number of Indian tourists visiting the place went up by 40,000 in 2007.

There was direct economic impact of 20 million pounds and 40 per cent increase in tourism overall, he said.

Films like 'Mission Istanbul', 'De Taali', 'Love Story 2050', which will be released soon, will also be promoted at the IIFA weekend.

Besides, there will also be a sneak preview of Sanjay Gupta's 'Acid Factory' which was recently launched.

Proceeds of the IIFA fashion extravaganza will go the IIFA foundation which works for providing financial assistance to film industry workers.

The IIFA weekend will culminate in the awards ceremony on June eight.

Meanwhile, fans who came in anticipation of catching a glimpse of Salman Khan and Shah Rukh Khan returned disappointed when they learnt their their favourite stars were not part of the IIFA weekend here.