Amitabh Bachchan is the brand ambassador of IIFA, considered to be Indian cinema's version of the Oscars.

Speaking at an opening press conference, Amitabh said the event was being held to promote Indian films overseas. "Through Indian cinema we honour our culture, our traditions, our ethos, and we want to carry this ethos beyond our shores so that we can build bigger bridges between two communities," he said.

"Cinema brings people together."

The three-day IIFA includes fashion shows, business seminars and tourism promotions, but it's mostly about films, and increasing their international exposure.

Event director Sabbas Joseph described it as a business growth opportunity for industries related to cinema. "We stand committed to our objective of building a bond with our host countries that translates into business opportunities," he said at the press conference.

The annual IIFA awards are aimed at increasing the international profile of Indian cinema. Since it began in London in 2000, the sales of Indian films have increased in the host country after the event, he said.

The Indian film industry produces the most number of movies in the world.

Sabbas said Thailand has a focus of Indian cinema for one week but the rest of the year Indian movies get little screen time in Bangkok, and hoped this would change after the IIFA.

Other host countries have included UAE, Singapore and Holland.

• 
• 
• 
• 
• 
• 
• 
• 
• 
•