This weekend is not just another ordinary one for Indian expats residing in the UAE. Instead, it serves as a testament to the global influence of India’s most potent soft power, Bollywood. When the International Indian Film Academy Awards (IIFA) commenced two decades ago, it was a global celebration of Indian cinema. Today, it has evolved into a movement that not only showcases culture but also fosters business ties and expands the reach of Indian entertainment. Beneath the layers of glitter and fanfare, what truly drives this phenomenon? We sat down with Andre Timmins, the founder and director of IIFA, to uncover the story.
Edited excerpts from our interview reveal the journey that led to IIFA's inception. Timmins shared that their involvement with IIFA began even before the awards were established. They were organizing various events in the entertainment sector. In 2000, they decided to either focus on Indian cinema or cricket and take it global. They found cinema more appealing due to its storytelling nature and the opportunity to bring stars closer to their fans, especially for second- and third-generation Indians abroad who had never seen or met these stars in person.
Thus, they organized the first IIFA event in London in 2000. At the time, the idea of taking 500 people to London for a three-day event, including accommodation, seemed outrageous. However, the concept of bringing Indian cinema closer to the world was well-received. From there, IIFA moved to various locations such as Sun City, Singapore, Malaysia, Macau, South Africa, Sri Lanka, Tampa, New York, Madrid, Amsterdam, and more. Now, in its 24th year, IIFA is gearing up for its 25th Silver Jubilee anniversary.
Over the years, IIFA has transformed into a definitive celebration of Indian cinema. Initially focusing on Bollywood, it now embraces Southern cinema, which has seen a surge in popularity. Navigating through Mumbai’s entertainment scene as an outsider was challenging, but Timmins emphasized the importance of trust and strong relationships built over 36 years. They had to educate South Indian stars about the benefits of promoting their movies internationally.
For instance, they recently collaborated with Madame Tussauds to create a wax figure of Allu Arjun in Dubai. Over the years, any Indian star inducted into Madame Tussauds has gone through IIFA. Currently, they are working closely with the Telugu, Tamil, Malayalam, and Kannada industries, which is why big names like Chiranjeevi, Ram Charan, AR Rahman, Mani Ratnam, and Aishwarya Rai Bachchan support IIFA. This year, over 1,100 people from India are coming to Abu Dhabi for the show, with about 450 cars, 2,500 people working directly, and 150-170 dancers and choreographers. They are using eight hotels on Yas Island to accommodate everyone, making it a grand event with 150 superstars.
The location of IIFA is crucial, and Abu Dhabi was chosen this year after expressing interest for three years. They initially agreed on two years but decided to extend it to three. The decision proved to be a great one, as they sold 100 percent of the tickets for all three days, with 35,000-40,000 people attending, a first for IIFA. The host plays a significant role in carrying the show, and this year, Shah Rukh Khan is set to host, promising a lot of surprises and a new experience for the audience.
IIFA has adapted to the rise of OTT platforms by launching its first digital OTT awards in Jaipur, coinciding with its 25th-anniversary celebrations. Some major business breakthroughs include being the first to enter South Africa after apartheid, helping markets like Singapore and Malaysia, and significantly boosting business in Macau after hosting IIFA there. One of their biggest achievements is profiling Indian cinema and India as a soft power, showcasing their culture and storytelling to the world.
For this year’s IIFA, Timmins expects to set new benchmarks in entertainment. Hosts like Shah Rukh Khan, Vicky Kaushal, Karan Johar, and Shahid Kapoor, along with performers like Kriti Sanon, Janhvi Kapoor, and Vicky, will deliver incredible acts. Rekha’s 22-minute performance is particularly anticipated, along with Balakrishna’s first-ever dance performance. IIFA’s ability to constantly evolve keeps the concept fresh and appealing, with plans for a major event in the US in 2026, targeting different audiences around the world.
