IIFA Bling for BIBA
The International Indian Film Academy (IIFA) is a first-of-its-kind effort to promote Indian Cinema globally, thus reaching out to millions of its fans beyond the geographic boundaries of India.
On its journey of celebrating Indian Cinema across the world, IIFA spreads the magic of Indian cinema to various exotic locales around the world. Starting with the Millennium Dome, London, IIFA has traveled through Sun City, Malaysia, Johannesburg, Singapore, Amsterdam & Dubai, & Yorkshire. In 2008, IIFA comes to you from Bangkok. Wherever IIFA has left its mark, it has promoted the business of Indian Cinema and provided a global positioning.
What's the closest you can get to experiencing the glamour of Bollywood in true international style. Wear IIFABling merchandise honey and 'bling it on'.
IIFA Bling marks the entry of an awards ceremony to merchandising. Its not a movie or a TV serial, mind you, but an award ceremony with such a strong brand equity that it deserves its own space on retail shelves and as a part of our wardrobe as well.
"IIFA Bling is an offset of the brand that will merchandise high end premium clothing at BIBA. IIFA Bling is a platform which will help consumers experience the stardom. It is the closest a consumer can get to IIFA," says Sabas Joseph, Director Wizcraft, international Entertainment Pvt. Ltd., India's first and premier event management and entertainment agency which is the ideator behind the IIFA awards.
The partner to this massive merchandising exercise is none other than BIBA, India's foremost fashion retail brand in women's wear.
Says Sanjay Bindra, " its an honour to be associated the IIFA awards. Bollywood has always inspired us to come up with new styles in tune with fast-changing fashion preferences and over the years, BIBA has emerged as the most iconic brand that inspires and fascinates women across regions, cultures and lifestyles."
Leading designers such as Vikram Phadnis, Subarna Roy, Renu Chopra, etc will design lines for the collection. IIFA Bling for BIBA line is inspired by bollywood glitz and glam, an eternal elegance that finds itself in the silky, sultry pastels and the dark shades of the base color range. Seductive frivolity and masculine allures are blended into a sensual cocktail. The decoration of art déco enriches in the details. IIFA Bling for BIBA will be showcased this year in Bangkok and will therefore open to a global audience. The line will focus on intense colors like red, fuchsia, violet or emerald green which have a monochrome shine, like lights in the city. They define new volumes; provide rhythm for graphic or accentuated glitzy looks; pretty much the kind of 'in your face' attractiveness that Bollywood is known for.
Carving Dreams, the concept partner that has brought IIFA and BIBA together, has almost done a casting coup of sorts. Says Avisha Wadhera Goswamy of Carving Dreams, " BIBA has always been associated with Bolloywood and with the brand looking to go international, there was no better connect."