Indian film, fashion and culture are expected in Tampa for the 15th annual International Indian Film Academy (IIFA) Awards, also known as the “Bollywood Oscars.” The weekend, filled with various events and awards, will run from April 24 to April 26, with the awards ceremony hosted at Raymond James Stadium on April 26. The show will be hosted by Shahid Kapoor and Farhan Akhtar, whose film Bhaag Milkha Bhaag received the most nominations at 10.
Every year, the international awards are held in a different country. This is the first time the event will be held in the U.S. Previous locations include Amsterdam, Toronto, Singapore and Bangkok.
After India, America is the second largest market for Indian films. In the past 10 years, over 50 Indian films have been shot in the North America.
So why Tampa? That was the question on many people’s minds as the planners discussed the topic with two dozen journalists in January in Los Angeles. The decision regarding location came down to commitment from local supporters, according to Hillsborough County Commissioner Al Higginbotham. According to tbo.com, one of the main reasons Tampa got the event is the recent rise in the Indian population. Compared to other major U.S. cities, the local Indian population is estimated at 35,000. The appreciation and acceptance of Indian culture played a big role in the decision to bring the awards to Tampa.
“Unlike many of the other markets, there was a general interest from the the Tampa Bay area in making this the best IIFA in a 15-year period,” Higginbotham said at a press conference in Los Angeles, according to the Tampa Bay Times.
“I can assure you that Tampa Bay is a gorgeous place,” actress Madhuri Dixit-Nene said. “It has got a lot to offer. People there will welcome you with a lot of warmth. I am honored to be associated with them.”
“I know in the past the show has been held in large cities; however, Tampa has played host to some major events, and given the support the organization has received from the community in general, the government and business leaders of Tampa Bay and I believe it is a good location,” said Jaini Chhaya, adviser of the Indian Cultural Association on campus and associate director of international admissions.
It’s anticipated the awards will see a bigger turnout than its largest show, which took place in Toronto in 2011 with 30,000 people in attendance. The Raymond James Stadium has the capacity to hold more than 65,000 people. Tickets for the event range from $93 to $3,295 and can be purchased through Ticketmaster. The show will be broadcast to 600 million viewers in over 100 different countries.
Tampa will welcome the IIFA on April 23 with the IIFA Stomp at Curtis Hixon Park beginning at 7 p.m. On April 24, IIFA Rocks will be held at the Tampa Convention Center. Stars will begin walking the green carpet at 6 p.m., followed by the main event at 8 p.m. At 2 p.m. on April 25, the media briefing is scheduled at the Hilton hotel downtown, followed by a short film screening at 3 p.m.
All the fun will come to an end on April 26 when the glitz and glamour of Bollywood culture begin their walks down the green carpet at 4:30 p.m. for the final event of the weekend, the ceremony, scheduled to start at 7 p.m.
Brianna Kwasnik can be reached at brianna.kwasnik@spartans.ut.edu