First ever Punjabi International Film Academy Awards to be held in Toronto in August 2012

Dharmendra to be brand ambassador

Chandigarh, Dec 30, 2011,The Parvasi Media Group of Canada on Friday announced instituting the first ever Punjabi International Film Academy Awards to take Punjabi films to a higher plank and to get international recognition to Punjabi artists.

Making the announcement at a press conference here Parvasi Media Group president Rajinder Saini, and a host of Bollywood and Punjabi stars -- Om Puri, Prem Chopra and Arya Babbar -- among others, said Punjabi films have been finding increasing popularity outside India thanks to rapidly increasing Punjabi population abroad and good quality of Punjabi films made in recent years. Ontario already has the biggest Punjabi population (approx 4,00,000) outside India. Punjabi films get excellent response in Canada and is considered key market for Punjabi films. Punjabi films are therefore being aggressively marketed in Canada and other parts of the world like US, UK and Australia.

Despite the long history of Punjabi films, the dominance of Punjabi people in Bollywood and the increasing popularity of recent Punjabi films there is no major Award function dedicated to rewarding excellence in Punjabi films.

After consultation with a large number of Punjabi film personalities and their enthusiastic response Parvasi Media Group has decided to start Punjabi International Film Academy Awards (PIFAA). The first such Award function will be held in Toronto at Air Canada Center, (One of the most famous landmarks in Canada) on Saturday 4th August 2012. It will subsequently be taken to different cities in Canada, including Vancouver, and other parts of the world over the following years.

They said “the massive response received from the Punjabi community from all walks of life at a pre launch dinner held here yesterday has given us added strength and conviction that the awards are going to be a grand success. Consul General of Canada Scot Slessor also unveiled the website of the awards –pifaawards.com on the occasion, they added.

2. PIFAA Toronto

The event will consist of a 3 hour long Award function full of entertainment with performances from leading Punjabi actors, singers, comedians and performers. It will be attended by a large number of Punjabi film personalities from India and around the world. Leading Punjabi film personalities have already agreed to come to Toronto for the event. Over 100 renowned people from Punjabi film industry are expected to attend the awards function in Toronto.

The Awards will be given in 15 categories. There will be 5-6 entertainment performances. Punjabi films from Pakistan will also be included in a special category and some leading Pakistani film personalities will also be invited.

While Dharmendra, the biggest Punjabi name in Bollywood, has agreed to be the Brand ambassador of the awards, other leading names of the Punjabi films - Om Puri, Raj Babbar, Prem Chopra, Gurpreet Ghuggi, Jimmy Shergill, Manmohan Singh, Navneet Singh and Arya Babbar have already confirmed their participation in the awards.

The announcement in Toronto will be made by PIFAA in presence of the Premier of the state of Ontario Hon. Dalton McGuinty in Feb/Mar 2012.

The event is sure to create tremendous excitement among the Punjabi community in Ontario state and is expected to be attended by sellout crowd of about 15,000. It will be a 4 day event with several other other programs as a part of the Awards. Worldwide Premiere of a new Punjabi film will be held at Silvercity Brampton. A trade show and music concerts by prominent artists also planned.

3. The Audience

In addition to Punjabi people from Ontario, large number of Punjabi people from Ottawa, Quebec (Montreal), Manitoba (Winnipeg), British Columbia (Vancouver) are expected to attend. Punjabi people from nearby US states are also expected to attend and/ or watch the event on TV (New York, New Jersey, Michigan, California). A substantial number of people are also expected from Punjab, India and other parts of the world.

4. The TV Program

The program will be telecast worldwide in several countries like India, Canada, US, UK, Australia. And attract an audience of about 50 million. The program will be high quality television entertainment program with top stars of the Punjabi film industry performing backed by excellent dancers and choreographers from Bollywood. It is intended to be the best television event and In Punjab, India it is expected to have the highest ever TV ratings for a Punjabi program.

5. Parvasi Media Group’s experience – Parvasi Awards

Parvasi has been organizing Parvasi Awards in Toronto for the last 5 years to honor outstanding achievements of Punjabi Canadians in various fields. Eight awards are presented in different categories like Arts, Business, Sports, Social service, Literature, Youth and Lifetime achievement etc

The winners are given trophies in an impressive function attended by who’s who of the Punjabi community including MPs, MPPs, Ministers and Mayors. The chief guests in the previous years included high profile personalities like Mr Dalton McGuinty (Ontario Premier), Captain Amarinder Singh, then Chief Minister of Punjab (India), Kiran Bedi, highly respected India’s first woman police officer and Magsaysay award winner, Mr Om Puri, highly respected Bollywood actor and Mr Raj Babbar, Bollywood actor and Member of Parliament, India.

The function is held in a Convention center and consists of light entertainment - music and dance programs by professional groups and the Award ceremony. About 1000 specially invited guests are served snacks, drinks and dinner.

6. Parvasi Media Group

Parvasi is the leading Punjabi newspaper for the South Asians in GTA. Punjabis constitute about 50% South Asian population in GTA and 70% in Vancouver. Parvasi was awarded the best ethnic newspaper in 2006 and 2007.It is published from Toronto and Vancouver.

Parvasi Radio is the leading popular News and current affairs program on CJMR AM1320.

GTA Business Pages is the best South Asian Business Directory in GTA.

With 3 offices (Toronto, Vancouver and Chandigarh), 33 people and 3 popular media properties Parvasi Group is a leading South Asian Media group.

www.pifaawards.com