UAE role in Bollywood is ‘key’ says founder of Indian Film Academy Awards ahead of Abu Dhabi ceremony

Held across three days at Etihad Arena, IIFA will play host to more than 30,000 people in what the award’s founder, Andre Timmins describes as “the biggest event in its 24-year history”.

The line-up boasts cinematic legends including Shah Rukh Khan who will host alongside producer and director Karan Johar, Anil Kapoor, Rani Mukherjee and a unique rare performance from 69-year-old Rekha.

Traditionally the IIFA Awards were held in a different country each year and has been instrumental in boosting Bollywood’s global popularity, but Abu Dhabi has played host to the event since 2022 – according to Timmins. In an exclusive interview with Arabian Business, he says, “Abu Dhabi has been the perfect host and has opened a lot of doors for us and our industry.”

“The idea is to kick start our Silver Jubilee in Abu Dhabi with this festival and it’s a hattrick being there because the leadership in the UAE has been superb. They want to promote Indian cinema, they want to promote India and they have a deep love for film.”

Bollywood’s popularity sustains in UAE

The popularity of Indian cinema in the UAE is a well-known fact, especially with the constant immersion of Bollywood movies across the region and into the minds of cinema going audiences. What’s also been clear that Bollywood has not only grown into the hearts of the expat population from South Asia, but it has garnered a strong following from the local Arab community – which approximately makes about 25 percent of the total Bollywood movie audience.

So much so, many Bollywood blockbusters are increasingly being shot and produced within the Emirates, most recently Kareena Kapoor’s ‘Crew’ which had scenes filmed from inside the Emirates Palace and at Abu Dhabi’s airport.

IIFA’s founder Andre Timmins told Arabian Business the partnership between UAE and Bollywood is ‘crucial and growing’.

“The awards are a catalyst, we’re a platform for people to come into business in the region, whether it’s talent, producers, studios or hospitality. I think IIFA and Indian cinema is seen as a soft power between the two nations.”

In 2019, the Indian film industry was valued at $2.83 billion, but according to the Motion Picture Association – this could rise to more than $4.5 billion in 2026 and the UAE is positioning itself to be one of the key benefactors of this growth.

“The UAE understands our cinema,” Timmins says, adding that the country will a “key factor” in the growth of Bollywood through “co-productions, film marketing, commercials.”

“It’s multicultural and that’s what makes it special. Abu Dhabi is in the process of building studios, they are changing the incentives to attract Indian cinema. They are very serious to bring the industry in and setup a headquarters there so it’s only going to increase. More productions, film marketing, commercials and brand endorsements too. I think that it’s going to grow.”

The film award’s main host, Shah Rukh Khan, a doyen of the silver screen, has previously called the UAE his second home after being granted a Golden Visa and his long-standing partnership with property developments in the region. His presence on the stage at this spectacle is being eagerly anticipated by many across the globe. According to Timmins, the actor is “very excited” and has been “looking over the scripts to make sure everything is to his liking” before the three-day event which is set to begin on September 27.

For the first time, organisers are adding South Indian star power to the mix. IIFA Utsavam 2024, on the first night, will honour the best South Indian entertainment of the past year with stars from Tamil, Telugu, Malayalam and Kannada film industries expected to attend.

The second night, on September 28, will be the flagship IIFA awards, which honour the best of the Bollywood and Hindi film industry. The festival rounds off the following night with IIFA Rocks, a night dedicated to music and fashion.