IIFAWARDS 2009

The International Indian Film Academy Awards ( IIFA Awards) are a set of awards presented
annually by the International Indian Film Academy to honour both artistic and technical excellence of
professionals in Bollywood, the Hindi language film industry. Instituted in 2000, the ceremony is held in
different countries around the world every year with the most recent one being held
at Mumbai on 18 2019. The first awards were presented in 2000 at The Millennium Dome in London,
United Kingdom. From then onwards, the awards are held at locations around the world signifying the
international success of Bollywood. Since 2000, the event has expanded from a one-night event to a three-
day celebration, hosting various events and activities relating to the Indian film industry.

5CS
 CONCEPTUALIZATION: Through the ‘Weekend and Awards’, IIFA connects fans to their
favourite stars through a host of events. Awards ceremonies recognize the finest in Indian cinema
and are watched by millions on television. In order to achieve its mission, IIFA has travelled
through London, South Africa, Malaysia, and Singapore, to Amsterdam, Dubai, Yorkshire,
Thailand, Macao and Sri Lanka. The PR Agency works closely with IIFA in order to showcase the
talent and brilliance that Indian cinema offers the world. The effort also helps spread the magic of
Indian cinema around the world, thus creating bonds between people, film industries, and
countries.

 COSTING: 40 million INR

 CANVASSING: The IIFA Weekend and Awards attracts media from all over the
world. The PR team, which consists of IIFA in-house staff and an external PR
agency, are responsible for all media management and press related activity during
the weekend.
 CUSTOMIZATION:
 Create awareness and visibility for a Golden Decade of IIFA Magic
 Highlight Venetian Macao-Resort-Hotel as the host for IIFA’s tenth anniversary
celebrations
 Showcase IIFA as a Global event and one of Asia’s biggest to be held in Macau, China
 IIFA gets bigger, better and greener in its tenth year

 CARRY OUT-
 Phase 1- PRE-IIFA(end april-mid June,2009)
 Phase 2- IIFA (11th to 13th June 2009)
 Phase 3-POST IIFA (June and July 2009)

PRE-IIFA ACTIVITIES
The IIFA Weekend is made up of several elements. The lead up to the IIFA Weekend is therefore a critical time
to engage media and keep them involved in the development of the property. Each year, as IIFA grows in
stature, its elements are improvised and innovated upon to create new, more exciting content. The property at
large and also the individual events, therefore, have much to inform and boast about to media. This allows for
several press conferences to precede the actual weekend, sustaining media interest.
Though the primary objective of the press conferences and announcements before the property is to keep alive
media interest, they also serve as a platform to familiarize the media with the various associations the brand is
involved in.

Each sub-event of IIFA creates an opportunity to tie in relevant professionals, associations and brands, which in
turn enhance the credibility of the event and hence the IIFA brand. Not to forget, each tie up also adds to the
news value of the sub-event and hence IIFA.

These pre-IIFA activities also ensure that all associations are announced, with partners receiving adequate
leverage through the property in the media.

DURING IIFA -ACTIVITIES

The IIFA weekend is a three-day affair, packed with events. The weekend kick starts with an official opening
press conference, and the various entertainment events and activities are hosted over the weekend. During IIFA
2009, there was a highlight entertainment act by the Cirque Du Soleil on the opening night. The gala evening
was attended by the entire film fraternity, and therefore an elaborate Green Carpet affair was organized before
the show for the press and fans. Zaia, a high end jewellery brand, sponsored this Green Carpet affair.

Each year, IIFA has had film previews, a Fashion Extravaganza, a Global Business Forum and the Awards
Ceremony. The events in themselves make for enough opportunity for media to report, however, additional
peripheral activates are also organized to increase the hype and provide a formal platform for the media to
address the parties involved. Each of the three film previews this year were part of a formal media briefing, in
which first time information about the film is divulged to the media as exclusive bytes. Further, both the
Fashion Extravaganza and the Awards Ceremony are preceded by a Green Carpet affairs for the benefit of the
media, providing ample photo opportunities.

POST IIFA ACTIVITIES

The IIFA 2009 buzz carried on much after the event was over. While the event attendees got to experience the
property first hand, the press took back snippets of the event to a larger audience spread across India and the
world. The various announcements and happenings from the IIFA weekend were disseminated to the media on
the completion of the event as well.

The post IIFA buzz was created mostly by the official television partner for IIFA, Star Plus. The channel that
has had exclusive rights to the telecast of the event for five years now, takes on the responsibility to keep the
buzz alive till the date of telecast.

Wizcraft also organized an exclusive preview of the IIFA Awards for the film fraternity before the it was
broadcast. The event was an exclusive gathering of stars who were a part of IIFA and those who missed it. The
agency also sent out a release on the date and time of the Star Plus broadcast to various media as part of the
promotions of the televised event.
 PROGRAMME SCHEDULE

IIFA 2009 Voting Weekend – 6 March 2009

Key Messages
- IIFA celebrates a Golden Decade of Indian Cinema
- Brand Ambassador Amitabh Bachchan casts the first vote
- 1500 members of the Indian film fraternity participated in the

IIFA voting weekend

IIFA Announcement Press Conference (in Mumbai) – 28 April 2009

Key Messages
- IIFA 2009 destination announcement:

The Venetian Macao-Resort-Hotel

- Announcement of IIFA 2009 sponsors and partners
- Announcement of the IIFA Awards 2009 nominations
- Announcement of Technical categories award winners

IIFA Announcement Press Conference (in Macao at the Venetian) - 8 May, 2009
Key Messages
- IIFA 2009 destination announcement:

The Venetian Macao Resort-Hotel

- Announcement of IIFA 2009 sponsors and partners - Announcement of the Golden Decade of IIFA Magic

IIFA 2009 Sub Events Announcement - 2 June, 2009

Key Messages
- Announcement of the sub-events at IIFA 2009 - Announcing the Green Agenda of IIFA
- Announcement of various performances

IIFA Foundation Fashion Extravaganza Press Conference - 4 June

Key Messages
- Announcement of the IIFA Fashion Extravaganza

- Announcement of the hosts and designers

PHOTO GALLERY