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When Amitabh Bachchan propagated the message of 'Global Cool'
14th June 2007 14.00 IST
By Agencies

IIFA brand ambassador and Bollywood mega superstar Amitabh Bachchan propagated the message of 'Global Cool' at the picturesque county of Yorkshire in northern Britain where the awards were held over the past weekend.

The IIFA weekend was not just about the awards. This year the awards propagated the message of "Global Cool" by asking people to reduce carbon emissions.

"We are not asking much from the people. If they just make a small effort and change their lifestyle, it will make a huge difference," Bachchan said.

Over the past weekend, the picturesque county of Yorkshire in northern Britain earned the label of a Bollywood hotspot after the IIFA awards ceremony.

The three-day IIFA weekend held in five cities of the county not only gave the huge expatriate populace a glimpse of their favourite stars but also boosted the tourism potential of Yorkshire.

"We were asked many a time why we invested so much in getting the IIFA here, but for us the question is purely of getting in as many tourists as possible. Indians are the biggest spenders in the UK and we want to cash in on that," Judith Donovan, chairperson of the Yorkshire Tourist Board, said during the weekend.

The event was attended by the who's who of Bollywood, thus lending huge visibility to the Yorkshire Tourism campaign, what with posters put up all over the place and aggressive news coverage provided by local news channels.

But business aside, it was time for Englishmen to get a taste of real Bollywood masala at the awards night on Saturday as Shilpa Shetty , Salman Khan , Abhishek Bachchan and Akshay Kumar danced their way into Yorkshire.

While Hrithik Roshan walked away with the Best Actor award for Krrish , Rani Mukherjee got the Best Actress trophy for her performance in Kabhi Alvida Naa Kehna .

Cult movie Rang De Basanti was adjudged the Best Film while Rajkumar Hirani was named the Best Director for Lage Raho Munnabhai .

The weekend also saw a FICCI-IIFA global business forum, a celebrity cricket match and lots of film promotions and star sightings.

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Amitabh Bachchan
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Rang De Basanti
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