IIFA: The Bollywood Oscars or a $12M Roadshow?

With all the positive buzz around the IIFA awards that are coming to Toronto in almost a week, there a few that do not agree. Check out this article in MacLean’s magazine.

Despite the “Academy” brand, the IIFA awards are not quite India’s Oscars. They’re an annual road show designed to promote Bollywood around the world. Now in their 12th year, they have been staged in capitals from London to Bangkok, Johannesburg to Singapore. Toronto is the first North American city to play host—a privilege that Premier Dalton McGuinty bought with a $12-million pledge from the province to the IIFA.

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