Bollywood is coming to Thailand

UMESH PANDEY, NEW DELHI

Bangkok, April 30, 2008: Thailand is set to be dazzled by a glittering array of Indian stars in June, as the country plays host to the International Indian Film Academy (IIFA) awards.

"It's a delight that the 9th IIFA awards are being held in Bangkok and we truly believe that the event will help build bridges," Amitabh Bachchan, the IIFA brand ambassador announced recently in India.

Bachchan, a Bollywood legend, still commands a following that is the envy of most newcomers, said that the event being held in Bangkok would provide an opportunity to build on the cultural and economic ties between the two countries that have been developing over the past few years, although the two countries have seen cultural exchanges for centuries.

"The warmth and the homely feeling that Thai people show through their hospitality help the association grow," he said.

Thailand is no stranger to Indian films, and many Thais have fond memories of movies like Mother India (1957) and Haathi Mere Saathi (1971). The music industry has also seen some Indian influence, with songs like Tata Young's Dhoom Dhoom having topped the Thai charts.

Thai fans of Indian movies and Indians living here have so far not had the chance to witness any Bollywood premieres, but this will change on June 6, when Sakar Raj - featuring the entire Bachchan family - opens at Siam Paragon.

The IIFA Weekend Bangkok, with the theme "Amazing IIFA, Amazing Thailand", is scheduled to run from June 6 to 8, with the final awards being given out on the night of June 8, and there are a host of fringe activities planned by Jogani Entertainment, as well as business forums, film premieres, media briefings, a glitzy awards ceremony and charity fund-raising events. The event is expected to boost tourism and attract visitors from all over the world, and is being co-sponsored by the Tourism Authority of Thailand, Post Publishing (publishers of the Bangkok Post and Post Today), the Dusit Thani Hotel, Siam Niramit and the Indorama Group.

Chattan Kunjara na Ayudhya, the director of the Tourism Authority of Thailand based in New Delhi, said that the event will draw Bollywood movie buffs from across the globe both during and after the event. Thailand's Ambassador to India, Chirasak Thanesnant, added that it will help make India more aware of Thailand and will end up helping Thailand attract more Indian tourists.

The awards event will also see the participation as the Federation of Indian Chambers of Commerce and Industry (FICCI), which will organise a business seminar aimed at bringing Thai and Indian businesses together, a move that could help Thai businesses looking to find local partners to enter the booming Indian market.

"This event could help create more business between India and Thailand, and could be the beginning of a new, stronger relationship between the two countries," said Amit Mitra, secretary-general of the FICCI.

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