International Indian Film Academy has over the last seven years added many dimensions to its fold — from IIFA Awards to IIFA Charity foundation, Global Business Forum to The Film festival and World Premiere. IIFA now is looking at engaging and interacting with Indian audiences. To fulfill this aim, IIFA has launched Idea IIFA Star Ki Talaash, a reality show that offers Indian audiences a unique experience and a lifetime opportunity to travel to the IIFA Weekend in Yorkshire; come face-to-face with the stars; be one among them at IIFA Weekend, and walk the Red Carpet.
Indian audiences can participate in IIFA Star Ki Talaash by sending an SMS and answering a simple question on IIFA. To participate, IDEA users can SMS ‘IIFA’ to 456, all other users can SMS ‘IIFA’ to 7827. The contest will be open for a period of 14 days. All the correct entries will be screened and judged and 10 semi-finalists will be short-listed and announced on May 3. These semi-finalists will then go through a final round that will be judged by a panel comprising actors Anil Kapoor and Lara Dutta, filmmaker Karan Johar, and others. This panel will handpick two winners, whose names will be announced on May 12. Eminent celebrities and experts such as Anna Singh and Manish Malhotra will then groom these winners for a makeover.
The entire journey of the contestants — from the selection process to announcement of winners and the grooming — will be captured and telecast on Star TV for the Indian viewers. This television capsule will be aired the week preceding the IIFA Awards telecast.