Peru may emerge as IIFA’s next frontier

Sources point out that Peru could emerge as a front runner in the race,expected to conclude in the first week of April.

On its website,embarking on its 14th year,Sabbas Joseph,Director,IIFA & Wizcraft International says,”We are truly excited about the bids we have received from various countries. The decision is subject to many contributing factors that are required of a host destination in terms of support-initiatives for Hindi cinema production,funding and distribution; event-funding,support,facilitation,and infrastructure. We are committed to the film Industry and hosting an IIFA in any destination must meet the larger interests of Indian Cinema and a spectacular-staging of the annual celebration.”

A number of destinations have played host to this event including London,Yorkshire,Johannesburg,Dubai,Amsterdam,Singapore,Bangkok,Colombo and Macau.

The event helps the multi-billion dollar Indian film industry expand their audience and influence in new geographies and consolidate its presence in markets overseas,where it already commands a following .

“Latin America as a new market is a focus for us. The Indian population is limited in Peru,which makes it even more interesting if it is the chosen destination for an award evening of this scale,” a source said.

The region has already had a taste of movies Indian movies like Guzaarish,Kites,Water, Ek Main Aur Ekk Tu all have which have been translated in Spanish or have had subtitles and screened in Latin American markets.

“South Americans are just as fascinated with India as many other people around the world. Most of the Peruvians have encountered India through Bollywood. Movies (accessed through pirated and legitimate DVD markets) are highly popular,as are dance videos and film songs played on radio stations,” reveals an Indian businessman located in Lima.

So,even though the South Asian population in most of South America is small and scattered,aspects of Indian culture have permeated the continent. “Peruvians love melodrama,stories about families,love stories and catchy tunes. They see in the films a strong moral dimension that appeals to their values. And over the top escapism portrayed in lavish sets and elaborate dance numbers doesn’t hurt either,” adds the Indian businessman.

Another craze,which has picked up in Latin America is Bollywood dancing,which was a hit during the festivals of India in 2009 and 2010 in Buenos Aires .

“The video rental stores in Buenos Aires stock a number of Bollywood films. The Indian film shows during the last three Festivals of India attracted long queues of Argentines,” said former ambassador to that country R Viswanathan.

With the worldwide success achieved by a number of Bollywood films,Latin America,may emerge as the next frontier to be conquered by Indian Cinema . Bollywood films have enjoyed a global following in the diasporic South Asian community for generations,but it is only in the past decade that these films have attracted considerable attention of Anglo-American and other non-Hindi speaking audiences.