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UK Television Premiere of IIFA Awards 2010, exclusively on STAR Plus

Indian Film Fraternity gears up for the biggest IIFA Weekend & Awards yet

Celebrating the start of its second glorious decade, the International Indian Film Academy is set to write its grandest chapter yet.
The Videocon IIFA Weekend to be held in Colombo, Sri Lanka from 3rd-5th June, 2010 is slated to be a spectacular weekend with India’s biggest cinema stars in action.   
IIFA 2010 will host the IIFA Foundation Celebrity Cricket Match, in support of UNICEF’s ‘Cricket for Children’ project, to be played between India’s top cinema stars and Sri Lankan cricketers. Mandira Bedi, Chunky Pandey and Javed Jaffrey will host the match. Set to face-off are team captains of the three teams, Suniel Shetty, Kumar Sangakkara and Hrithik Roshan.
Playing for the IIFA XI are Salman Khan, Dino Morea, Vinod Kambli and Kiran More, among others while Sanath Jayasuriya, Muttiah Muralitharan, Mahila Jayawardene support the Sri Lankan cause. 
Announcing his participation in the IIFA Foundation Celebrity Cricket Match, Sri Lankan cricket captain, Kumar Sangakkara says, “As a Sri Lankan, I am very pleased that IIFA has chosen my country, Sri Lanka, to host the 11th IIFA Weekend and Awards. With the IIFA Foundation Celebrity Cricket Match, we are excited to bat for a cause and I know that my teammates and I are very excited to do our bit for the people affected by the conflict. We are also excited to be playing against the Indian superstars and hope the best team triumphs, all in the name of charity.” 
Captain of the IIFA XI Team and Indian superstar, Hrithik Roshan says, “It is indeed a great honour to play with the Sri Lankan cricketing greats and my friends in the fraternity. I support the initiative of ‘Cricket for Children’ and IIFA Hands for Humanity and hope to put in my best efforts as Captain of the team, towards the noble cause.”    
Speaking on the partnership UNICEF Sri Lanka Representative, Philippe Duamelle says, “This great partnership brings together the power and magic of Indian Cinema and cricket to provide essential support and hope to the children affected by the conflict and help them realize their potential”.
As a symbol of solidarity with the Sri Lankan people, IIFA in partnership with Habitat for Humanity and the Sri Lanka Tourism Promotion Bureau, will adopt and rebuild a village for refugees. The proceeds from the charity cricket match will be donated to this ‘IIFA Hands for Humanity’ project. The Literacy Partner for IIFA 2010, Linc Pens in association with IIFA is devoted to the cause of literacy and will be donating stationery to the IIFA model village in Sri Lanka. The unique initiatives undertaken by IIFA 2010 will undoubtedly forge a stronger bond between India and Sri Lanka.” says the Hon. Dep Minister of Economic Development, Mr. Lakshman Yapa Abeywardena. "With the dawn of the new era in our island, Sri Lanka which is renowned as the “Pearl of the Indian Ocean”, has great potential in expanding its vistas in Investment, Tourism, Agriculture and other sectors that will immensely contribute towards the rapid development drive initiated by the Government. IIFA will play a vital role in further strengthening the mutual cooperation of our two nations.” 
3rd June will see the trend-setting IIFA Foundation Fashion Extravaganza which will be a trail blazer event in Colombo, with Indian and Sri Lankan fashion designers showcasing their collections. The stylish duo of Viveik Oberoi and Dia Mirza will host the trendy night. The IIFA Foundation Fashion Extravaganza will be spread over two days and is of special significance as it supports the IIFA Foundation.
The Foundation is a charity organization that was set up by the IIFA Academy to support families of the film industry workers who have been adversely affected during the production of films.  This year, ‘IIFA Fashion Rocks’ will feature Indian designers Manish Malhotra and Vikram Phadnis and leading Sri Lankan designers Yoland and Kanchana (KT Brown). The Manish Malhotra collection is inspired from textures of the Mughal period influenced by the British Raj, albeit they will retain a contemporary perspective. While the collection by Vikram Phadnis, specially created for the IIFA Fashion Extravaganza, will have an influence of costumes and styles inspired by Indian films through the years. Sri Lankan designer Yoland’s collection will feature pieces depicting the Sri Lankan traditional mask and floral designs inspired from the country.  
The second night of the IIFA Foundation Fashion Extravaganza IIFA Bling – will feature celebrity showcases by designers, Rocky S and Nandita Mahtani. The collection by Rocky S includes classy suits with a twist, creating an old English school feel. Nandita Mahtani’s line will consist of evening wear, appealing to women of all ages. The night is sure to dazzle audiences as the Indian film fraternity walks the ramp. 
A special preview of upcoming film Lamhaa’ will be showcased at the Videocon IIFA Weekend. The thriller which is written and directed by Rahul Dholakia, stars Bipasha Basu, Sanjay Dutt, Anupam Kher and Kunal Kapoor.
It is a story on terrorism and militancy, set in Kashmir. ‘Lamhaa’ stars, Sanjay Dutt and Bipasha Basu are set to toss the coin to determine the side playing first at the IIFA Charity Cricket Match.  The films, Help’ starring Mugdha Godse and Bobby Deol and ‘Knock Out’, starring Irfan Khan, Kangana Ranaut and Sanjay Dutt are also set to provide media with their first peek during the Videocon IIFA Weekend.  
Speaking on the IIFA celebrations, Sabbas Joseph, Director, Wizcraft International says, “IIFA is a symbol of integration that has used cinema to successfully build stronger relationships with countries over the last decade. We are proud that IIFA 2010 is striving to create a positive contribution to Sri Lanka and feel that this year IIFA is set to exceed all expectations. All roads lead to Colombo, as IIFA puts on its grandest three day show in the heart of Sri Lanka.” 
The Videocon IIFA Weekend will be held from 3rd-5th June, 2010. Speaking on the association with the IIFA, Anirudh Dhoot, Director, Videocon Industries Limited says, "We are delighted to partner with the IIFA and present the Videocon IIFA Weekend for the second consecutive year.
The Videocon brand has evolved over the past year to emerge as a vibrant convergence of next-generation entertainment, convenience and communication. The Videocon IIFA Weekend is an extravaganza that brings together and showcases Indian entertainment on a global platform and presents us the perfect opportunity to celebrate our brand evolution amidst India's colourful cultural diaspora.”
 Micromax, the title sponsor of the IIFA Awards 2010, today unveiled the IIFA edition of Micromax Q55 Bling mobile phones. Business Director, Micromax Mobile, Vikas Jain said, Today mobile phones are the nucleus of entertainment for Gen X, who don’t just look out for mesmerizing or a couple of fascinating features, but indeed, want the best of both to be packaged in the right mix.
 The new Micromax Q55 Bling IIFA limited edition phone is set to deliver it all, and to be precise, it’s set to rock the entertainment lovers with an exhilarating IIFA experience. The Micromax Q55 Bling phone, is an altogether unique category in the mobile telecommunication services that would reinvent your experience with the gadget each time you hold it to do something new.”  
The Videocon IIFA Weekend and the Micromax IIFA Awards is being hosted by the Sri Lankan Tourism Promotion Bureau (SLTPB). Star TV will once again showcase the Micromax IIFA Awards to audiences globally reaching out to millions of viewers.
Panasonic will continue the Greening of the IIFAs and Sri Lankan Airlines will be partnering IIFA as the Official Airlines Partner.
The Literacy Partner for IIFA 2010 is Linc Pens. Reebok is the Apparel sponsor for the IIFA Foundation Cricket Match.
Western Union has also come on board as the Official Money Transfer Partner.
The Indian cinema stars are set to descend onto Colombo for the Videocon IIFA Weekend from 3rd-5th June 2010.