IIFA Turns 25: Industry Voices Its Impact, Global Recognition and Large-Scale Events

by  Komal Darji Industry Watch | March 20, 2025 | Feature

IIFA Gitikka Ganju Dhar Keyur Shah Roshan Abbas Saurabh Khurana

As the International Indian Film Academy (IIFA) completes 25 years, it reflects on a journey that has brought Indian cinema to global audiences while setting new standards for live events. Over the years, IIFA has provided a platform for filmmakers, artists, and industry professionals to showcase their work internationally. By hosting ceremonies in various countries, it has contributed to the growing recognition of Indian films and talent on a global scale. The Silver Jubilee edition in Jaipur marked this milestone with a focus on the industry’s evolution and the role of large-scale events in shaping audience engagement.

To commemorate this milestone, EVENTFAQS Media reached out to industry professionals for their insights on how IIFA has influenced large-scale event planning, contributed to Indian cinema’s international reach, and created opportunities for collaboration across markets. From production advancements to audience engagement strategies, IIFA’s journey offers valuable learnings for the entertainment and event industries.

Gitikka Ganju Dhar, Transformational Speaker, Live Host, Actor, Communication Coach, Founder - Ministry of Talk 

IIFA isn't just an IP, it is an initiative, in context of the Indian Film Industry, it has significant importance. It has taken the joy & magic of Indian cinema to the world in a way that no other initiative has. It has also contributed to awakening sleeping tourist spots across the world, once IIFA was staged there. I especially applaud then for their signature green carpet idea. 

The creators of IIFA, Sabbas, Viraf and Andre, have conducted themselves with utmost grace and equanimity. I congratulate my friends and the entire Team IIFA Wizcraft for staging IIFA with much aplomb and meaning, every year.

Keyur Shah, Founding Director, Usually Unusual Entertainment and Stage Managers Association India Ambassador

As the International Indian Film Academy (IIFA) celebrates its 25th anniversary, it stands as a defining milestone in the world of entertainment, having redefined the very concept of large-scale events. From its inception, IIFA aimed to bring Indian cinema to the global stage, transforming the way Bollywood is perceived and consumed outside of India. What started as a bold initiative to honor Indian film talent abroad has evolved into one of the most anticipated and influential global entertainment events. IIFA’s impact on the event industry is profound, as it sets new standards for production scale, global marketing, and audience engagement. Its ability to bring together a blend of glitz, glamour, and cultural diversity has made it a coveted brand that seamlessly integrates Bollywood with the international entertainment landscape.

One of the most remarkable aspects of IIFA's success is its ability to bridge the gap between Bollywood and international audiences. While Indian cinema had always had a loyal following, IIFA has broadened its reach by taking the spectacle of Bollywood directly to cities across the world, from New York to Bangkok to Toronto, allowing fans from different countries to experience the magic of Indian films up close. By involving global celebrities, hosting performances with international artists, and tapping into global media, IIFA has played a pivotal role in amplifying the influence of Indian cinema across continents, especially in regions where Bollywood was previously relatively niche.

Through its star-studded award ceremonies, lively performances, and compelling storytelling, IIFA has built a platform that not only celebrates the artistry of Indian cinema but also fosters cross-cultural collaboration. It has created a space for meaningful dialogue and cultural exchange, where film and entertainment professionals from all corners of the globe come together, sharing ideas and experiences that transcend geographic and cultural boundaries. IIFA's ability to bring together diverse audiences has not only increased visibility for Indian talent but also allowed global cinema industries to recognize and respect the unique creative contributions that Bollywood has made to the world of film.

I have been personally involved with the Brand in multiple roles, beginning as part of Friends of IIFA in 2009 in Macao and later becoming a stakeholder in 2019, managing the show under Usually Unusual Entertainment at NSCI Dome, Mumbai. This marks my incredible decade-long journey with the Brand, which I am immensely proud of. Most recently, We also had the honor of managing the Green Carpet for their Silver Jubilee edition in Jaipur.

The festival’s 25-year journey has been instrumental in positioning Indian cinema as a powerhouse of creativity and entertainment on the global stage. It has also paved the way for new opportunities, creating a mutually beneficial relationship between Bollywood and the global entertainment industry, whether through collaborations, distribution deals, or even the export of Indian talent to Hollywood and other film industries. IIFA’s legacy is marked by its ability to transcend the confines of a traditional awards show, becoming a multi-faceted celebration of art, culture, and global unity.

Roshan Abbas, Founder, Kommune India

I remember when the first Millennium Dome was being built, and the Y2K edition of IIFA was happening—everyone wondered who would come to see an Indian awards show held internationally. But Wizcraft has always dared to dream differently. Today, after traveling the globe, they have established an award that carries both credibility and panache, attracting viewers worldwide. It is something that India and Indians across the globe are proud of. Way to go, Team Wiz!

Saurabh Khurana, Co-Founder and CEO, Laqshya Live Experiences

The vision of IIFA itself has elevated the scale and operations of award ceremonies in the event industry. Every year, we eagerly anticipate its curation and the new initiatives that are continually introduced. It has set a benchmark for us to visualize large-scale events both in India and internationally.

Sushma Gaikwad, Co-founder, Ice Global

Twenty-five years of IIFA is undoubtedly a significant milestone for India's event and experiential industry. Sustaining an intellectual property for so long while continuously evolving requires immense vision, resolve, and a commitment to constant innovation. This is precisely what the team at Wizcraft, led by Andre, Viraf, and Sabbas, has accomplished. They have not only redefined the landscape of intellectual property but also positioned IIFA as a globally recognized brand. Beyond its international stature, IIFA has played a pivotal role in driving economic growth, destination marketing, and the global promotion of Indian cinema and its rich cinematic heritage.