By Raja Zahid Khanzada
ABU DHABI:The 24th edition of the International Indian Film Academy (IIFA) Festival 2024 began with a grand press conference at Yas Island, Abu Dhabi. Held at the Etihad Arena, the event brought together leading figures from Hindi and South Indian film industries (Tamil, Telugu, Malayalam, and Kannada), highlighting the collaborative spirit of Indian cinema. The festival runs from September 27 to 29, 2024.
Under the patronage of His Highness Sheikh Nahyan bin Mubarak Al Nahyan, Minister of Tolerance and Coexistence, the festival is presented in collaboration with the Department of Culture and Tourism – Abu Dhabi and Miral. This year’s festival is set to be an unparalleled celebration of Indian cinema, combining tradition with modernity.
Despite some big names like Shah Rukh Khan and Aishwarya Rai missing from the press conference, the event was energized by the presence of several Bollywood and South Indian stars. Among the attendees were Shahid Kapoor, Kriti Sanon, Vicky Kaushal, Rana Daggubati, and more.
The IIFA Festival 2024 is presented by SOBHA Realty and NEXA, with support from partners Maisour and Signature Finest Cardamom Seeds. The three-day event will feature IIFA Rocks, a musical showcase, and the prestigious IIFA Awards ceremony.
**A Celebration of Cinema**
This year’s festival pays tribute to the contributions of five major Indian film industries. The IIFA’s “I Can Make A Difference” campaign, launched at the event, aims to promote social change through collective action, encouraging impactful, small steps.
Key speakers at the press conference included Mr. Partho Banerjee, Senior Executive Officer of Marketing & Sales at NEXA, who emphasized the innovative spirit of both NEXA and IIFA. Ravi Menon, Co-Chairman of Sobha Group, highlighted the global appeal of IIFA, stating its role in uniting audiences worldwide.
1. **Partho Banerjee (NEXA)**: “NEXA and IIFA embody innovation, pushing boundaries for new, exciting experiences.”
2. **Ravi Menon (Sobha Group)**: “IIFA unites global audiences, and we’re proud to be part of this cinematic journey.”
3. **Taghrid Al Saeed (Miral)**: “Hosting IIFA Utsavam at Yas Island marks a new chapter in our celebration of Indian cinema.”
4. **Nouf Mohammed Al Bashlaibi (DCT Abu Dhabi)**: “We’re honored to welcome Indian cinema’s stars and showcase Abu Dhabi’s vibrant culture.”
5. **Ashish Sehgal (Zee Entertainment)**: “Our partnership with IIFA strengthens our global leadership in Indian cinema.”
6. **Sahil Arora (Signature Finest)**: “We’re excited to debut at IIFA and collaborate with industry icons.”
7. **Nader Halim (Hilton Abu Dhabi)**: “Hilton is thrilled to provide exceptional hospitality for IIFA’s stars and guests.”
8. **Nabila (Zero Makeup)**: “We’re excited to return to IIFA, showcasing beauty designed for brown skin.”
**Yas Island as the Global Stage**
Yas Island’s status as a world-class entertainment hub was underscored by Taghrid Al Saeed, Executive Director of Marketing, Communications, and Events at Miral, and His Excellency Nouf Mohammed Al Bashlaibi from DCT Abu Dhabi. Both expressed their excitement in hosting such a prestigious event.
**Support from Industry Leaders**
Various industry partners emphasized their support for IIFA. Mr. Ashish Sehgal of Zee Entertainment praised the event’s global reach, while Sahil Arora of Signature Finest highlighted the brand’s debut at IIFA. Nader Halim of Hilton Abu Dhabi Yas Island, the official hospitality partner, promised exceptional service for the stars and guests attending the event.
Nabila, the official hair and makeup partner, also expressed her enthusiasm about returning to IIFA, noting the significance of her brand, Zero Makeup, in showcasing beauty tailored for brown skin.
**Conclusion**
The IIFA Festival 2024 promises to be a landmark event, celebrating Indian cinema and promoting positive change through its “I Can Make A Difference” campaign. With a diverse lineup of stars, industry leaders, and dignitaries, the festival is poised to be a global celebration of cinematic excellence and cultural collaboration.
