Kriti Sanon made a fashionable appearance at IIFA Utsavam 2024 on September 27. The actress, known for films like Teri Baaton Mein Aisa Uljha Jiya and Crew, discussed the impact of social media on artists. Kriti noted that the landscape has shifted significantly over the years. She shared, "I believe when we were artists before the advent of social media. I belong to the generation that transitioned through it, starting my career before social media and then embracing it. I've experienced both sides. There's much more scrutiny now on everything—what you wear, where you go, and who you're seen with. People are constantly consuming data, which diminishes the thrill of seeing celebrities and actors, as they're always in the spotlight."

She further added, "There are both advantages and disadvantages. We can connect with our fans more easily. While we might do two films a year, the rest of the time we can engage with them. So, there are pros and cons to both scenarios."

The talented star is venturing into a new role as a producer with her upcoming project, Do Patti, which she affectionately referred to as "my first baby as a producer." Kriti expressed, "I'm thrilled yet anxious. I hope the audience appreciates what we've strived to achieve and connects with it. There's a message we're trying to convey through the film, which I hope resonates with people. This is just the beginning for me as a producer, and it's been a learning curve. Creatively, it's been fulfilling, and as an entrepreneur, I'm enjoying the journey..."

The International Indian Film Academy Awards (IIFA) is being held in Abu Dhabi from September 27 to September 29. The three-day event commenced with IIFA Utsavam, dedicated to the southern film industries—Tamil, Telugu, Malayalam, and Kannada. Tonight, stars such as Shah Rukh Khan, Vicky Kaushal, and Karan Johar will grace the stage to entertain the audience. IIFA 2024 will conclude on September 29 with the exclusive IIFA Rocks, featuring live performances by artists like Honey Singh, Shilpa Rao, and Shankar-Ehsaan-Loy.