Some of Bollywood’s top stars will be taking to the cricket pitch and partying hard for actress Shilpa Shetty’s birthday on Friday as Bollywood reaches for a wider audience with its answer to the Oscars.
The International Indian Film Academy Awards (IIFA), being held in Yorkshire, northern England, mark the achievements of actors in the industry, the second-largest in the world.
The event, first held in 2000, has always taken place abroad in locations including Dubai and Amsterdam and aims to raise the profile of Bollywood films, which have had patchy crossover success in recent years.
Since the IIFA kicked off here Wednesday, British Asians in Yorkshire have flocked to see screen idols such as Amitabh Bachchan and his son Abhishek, who, with wife Aishwarya Rai, makes up Bollywood’s hottest couple.
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