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Last Updated 09.12.2019 | 10:10 PM IST



IIFA does away with brand ambassador

The stalwart of Indian cinema Amitabh Bachchan has always been recognised as the brand ambassador for IIFA, but if we remember last year’s Sri Lankan weekend, Mr. Bachchan’s absence was pretty obvious.

Though speculations on the reasons were rife, the real reasons for his absence are still a mystery. However, this year the organizers Wizcraft has decided to do away with the whole Brand Ambassador aspect.

Confirming this was Sabbas Joseph, director of Wizcraft and IIFA saying, “Due to unexplained reasons, after announcing the event, as Brand Ambassador, Mr. Bachchan couldn’t participate in the IIFA Weekend Sri Lanka last year. Following this, IIFA aborted the concept of a Brand Ambassador. Keeping in mind the huge respect that Wizcraft and IIFA have for Mr. Bachchan and the deep relationship that we’ve always shared, we are not having anyone replace Mr. Bachchan. The Bachchan family has been an intrinsic part of IIFA every year, and in this regard we have already shared with them a proposal about their participation this year too. Mr. Bachchan’s reason for non-participation is best known to him. IIFA and Mr. Bachchan are inseparable. We will continue to pursue his participation for this year too.”

While on the other hand Amitabh Bachchan tweets saying, “We are not coming to IIFA … IIFA said our services are not required!!” he further adds that he would love to be there at this year’s Toronto event but cites that the organizers differ, and the same was the case with the Sri Lankan weekend last year.

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