Iifa

IIFA, short for the International Indian Film Academy Awards, is an annual awards event that recognizes achievements in Hindi cinema and related disciplines. Established in 2000 by Wizcraft International Entertainment, the awards are intended to celebrate Indian cinema on an international stage and to promote cross-cultural exchange.

Each year, the IIFA is staged in a different city outside India, with a weekend of events that typically includes film screenings, music and dance performances, fashion showcases, and industry seminars, followed by the main awards ceremony.

The IIFA Weekend and Awards bring together actors, directors, technicians, and fans from around the world. Winners are selected by a voting process involving IIFA members, with categories covering acting, directing, film, as well as technical achievements such as cinematography, editing, sound, and song. The ceremony has helped to raise the global profile of Indian films and provides a platform for international audiences to engage with Indian cinema.

Over the years, IIFA has hosted ceremonies in cities such as Amsterdam, Dubai, London, New York, Bangkok, Kuala Lumpur, and Singapore, among others, contributing to the globalization of Bollywood and related industries. The event also functions as a marketing and distribution channel for film releases in overseas markets.