Wednesday, January 19, 2011

Amitabh Bachchan will not be the IIFA brand ambassador

Bollywood megastar, Amitabh Bachchan, will no longer serve as the brand ambassador of IIFA Awards. On January 17, 2011, he posted a message on his Twitter account which upset many of his fans.

He wrote, “We are not coming to IIFA... IIFA said our services are not required!!,” He further said, “It’s not me... it’s the organisers of IIFA that do not want me in Toronto... Sri Lanka was the same,……IIFA says my services are not required...”

Amitabh Bachchan has been serving as the brand ambassador of IIFA since 2000. This year the IIFA Awards would take place in Toronto.

Last year, at the Sri Lanka IIFA Awards, the Bachchan family did not participate as South Indian Film Chamber of Commerce (SIFCC) protested over the mistreatment of the Tamils in Sri Lanka. SIFCC said that it would boycott Bollywood stars who would participate at the show. At that time, Abhishek Bachchan’s Raavan was about to release and for this reason the Bachchan family did not attend the show.

However, organizers of the show said that Amitabh Bachchan did not attend the show due to “unexplainable reasons.” Wizcraft, the organizer of IIFA Awards has dropped the “ambassador” concept from the awards show. It will not replace Amitabh Bachchan.

Related article:

The Hindu