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NEW DELHI: Megastar Amitabh Bachchan who is the brand ambassador
for the International Indian Film Academy awards, actress
and style icon Sienna Miller, and the Rt. Hon. David Milliband
who is the British Secretary of State for Environment, Food
and Rural Affairs have launched the IIFA Bond for Global Cool,
the world’s first major climate change campaign backed
by Indian and international cinema stars.
The event took place in the Star Dome at Madame Tussauds
in London which is home to the world’s most favourite
wax figures including the megastar and his would-be daughter-in-law
Aishwarya Rai.
 The
IIFA Bond for Global Cool allows IIFA’s fans and supporters
across the world to join the movement that brings together
“The People versus Global Warming”. People visiting
the websites of www.iifa.com and www.globalcool.org can pledge
to take the simple actions that will make their lifestyles
more eco-efficient.
They will be given a “My CO2 score card”. When their
commitment reaches a saving of one tonne of CO2, they will
receive the “IIFA Bond for Global Cool” which enjoins
them with the celebrities who are campaigning for Global Cool
and gives access to Global Cool’s online community of
film, music and other entertainment.
This is a unique campaign tool that will be activated by IIFA,
Global Cool and their sponsors in May across internet, mobile,
television, print and other campaign platforms.
 Global
Cool is working to get a billion people worldwide to reduce
their greenhouse gas emissions. Global Cool’s partnership
with IIFA will use the powerful medium of Indian cinema to
show Asians globally how they can help save the planet. The
IIFA partnership has the potential to bring Global Cool into
the households of 500 million Indian cinema fans worldwide.
Speaking on the occasion, Amitabh said: “IIFA is committed
to using the power of Indian Cinema to build bridges and bring
people together on global issues. We are proud to join the
war of People versus Global Warming, supporting Global Cool
in its efforts to get all of us to live more eco-efficient
lives. IIFA provides a powerful vehicle through which to rally
public consciousness, bringing to the forefront of people's
minds a deeply grave phenomenon that can no longer be ignored.
We aim to carry this message to a constituency of people who
may otherwise be unaware of the serious impact of global warming.
The smallest and simplest of changes will contribute to deferring
the climatic tipping point.”
Global Cool ambassador Sienna Miller added: “I’m
very excited about joining Global Cool and their campaign
to tackle Global Warming. Climate Change is an issue that
is going to affect us all unless we act now... and I truly
believe Global Cool’s approach of encouraging individuals
to reduce their energy use will go a long way to solving the
problem. I would also like to say how grateful I am to the
International Indian Film Academy for giving us the opportunity
to spread our messages and tips to their audience of 400 million
people around the globe. Simply making people aware of the
effortless lifestyle changes they can make to reduce energy
can potentially make a huge difference. I hope to travel to
India in the near future to witness first hand the affects
of global warming and to see how Global Cool’s energy
saving projects are developing.”
The event was attended by a host of dignitaries, British government
representatives, business personalities, international celebrities
and stakeholders such as lead sponsors and representatives
from the region of Yorkshire, the host region for the IIFA
Weekend from June seven to ten.
The IIFA Weekend will include a presentation of the best of
Indian entertainment, business and culture. The film promotions
and presentations are being uniquely powered by Eros International,
one of the largest distributors of Hindi film content in the
world.
The IIFA Weekend will include the high-profile global business
forum, a celebrity charity cricket match, world premieres
of Indian films, a film festival and the spectacular Idea
IIFA Awards which are broadcast by Star Television network
reaching out to a global audience in excess of 500 million
viewers.
Speaking at the event today were IIFA Director Sabbas Joseph,
who provided an overview of the IIFA’s journey, its development
in Yorkshire, details on key IIFA partnerships and a preview
on “IIFA going Green”. Other speakers included Glen
Earlham (Managing Director, Tussaud City Centre Attractions),
Tom Riordan (CEO, Yorkshire Forward), Judith Donovan (Chairman,
Yorkshire Tourist Board), Amitabh Bachchan, IIFA Brand ambassador,
Ajay Vidyasagar (STAR TV) IIFA’s global broadcast partner.
Fanny Calder Campaign Director, Global Cool and Sienna Miller,
a Global Cool Ambassador were there to show their support
for the IIFA Global Cool Bond.
A second IIFA Weekend Curtain Raiser event is being held today
at Civic Hall, Leeds where details on the IIFA Fringe Festival
and the partnership between IIFAs and Leeds Metropolitan University
will be unveiled. Later that day, IIFA’s will also be
launching the first ever IIFA Café at the much acclaimed
Aagrah Restaurant, Leeds. The inauguration will include a
special VIP luncheon for invited guests with key speeches
by Amitabh Bachchan, Sabbas Joseph and Aagrah MD Mohammed
Aslam.
The IIFA Weekend is supported by Yorkshire Forward, Yorkshire
Tourist Board and Yorkshire Culture its media partner Star
TV, Leeds Metropolitan University, charity partner Oxfam and
Global Cool with whom the IIFAs will synergise to create an
IIFA legacy.
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