As testament to its mission of integration and building bridges between countries, IIFA (International Indian Film Academy) will spearhead a charity initiative in Sri Lanka as a part of the IIFA Weekend and Award celebrations in Colombo. Recognizing the magnitude of the recent conflict in Sri Lanka, the IIFA Charity Initiative, in conjunction with the Sri Lanka Cricket Board, Habitat for Humanity and UNICEF, aims to positively impact those afflicted in the country. Identifying with the aims of the initiative, Indian cinema star, Salman Khan has agreed to be the brand ambassador of the IIFA Charity Initiative.
After the success of IIFA in Macau, Lara Dutta, Riteish Deshmukh and Boman Irani will once again don their roles to play hosts for the Micromax IIFA Awards 2010.
Through the efforts of IIFA, the UNICEF and the Sri Lanka Cricket Board, contributions in lieu of financial resources are being made to the 'Cricket for Change' project wherein former child-soldiers are being rehabilitated. These child soldiers, who have borne the scars of war, are being educated, cricket-trained and will also get an opportunity to participate as volunteers. The charity cricket match between Indian celebrities and Sri Lankan cricketers is scheduled to take place on the 2nd day of the Videocon IIFA Weekend.
As a symbol of solidarity with the Sri Lankan people, IIFA in partnership with Habitat for Humanity will adopt and rebuild a village in for refugees, with the proceeds of the cricket match being donated to this cause.
IIFA Advisory Board member, Mr. Ramesh Sippy, said, 'On behalf of the IIFA Advisory Board, we are very pleased to bring the IIFA experience to our hospitable neighbour Sri Lanka. As a member of the film industry, I look forward to another luminous decade, as IIFA journeys forth, sharing the Indian cinematic movement, one country at a time.'
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