When IIFA started, we all felt that it was a platform that would promote Bollywood to the international audience (Non-South Asian Diaspora). Year after year we kept watching IIFA in hopes that our country's film industry would get the international recognition that it deserves, but IIFA failed miserably to do so. It has become just like Star Dust, Zee Cine Award or any other award and that too with lost relevance. There are many reasons why IIFA failed to promote Bollywood internationally. The main reason is the venue that it selects. Every time we see IIFA being held in countries where Bollywood is already popular, mostly among Indians settled there so IIFA hosting its award ceremony in those countries doesn't really open new avenues for Bollywood. IIFA is just there to get cash from the NRI and Non Resident Pakistani and Bangladeshi audience.

Here are some destinations and suggestions that IIFA must take into consideration to improve itself:

1. The Dates: This year IIFA will be held from July 14 through July 16 and how stupid of them to honor 2016 winners in the second half of 2017. The movies become so stale till then and we don't even care about the winners; we just watch the award for entertainment purpose. We suggest IIFA becomes relevant and hold its award ceremony in January or February each year. Because the movies released in the previous year are still fresh in the minds of the people and watching the award ceremony would be more fun and relevant. Ab toh it is like Raat Gayee Baat Gayee and Yeh Log Abhi Ghanti Baja Rahe hai. How boring IIFA! Your award ceremony tastes like a stale Samosa Pav if you hold it at this time of the year.

2. Bakwaas Destination Countries: Come on IIFA, we are fed up seeing Indian faces in the crowd watching Bollywood stars perform on stage. Indians love Bollywood anyway, no matter which part of the world they live in; so you guys going to only those countries where you find a huge Indian population certainly doesn't do any good to promote Indian cinema abroad. You guys are certainly not promoting Bollywood to Non-Indians abroad. We are like Bus Karo yaar, pakk gaye ham sab USA, Canada, UK, Hong Kong, Singapore & Macau mein awards dekh dekh ke. Go to the countries we suggest and do your research as to where Bollywood is more popular (among locals) and where your tickets will sell like Hot Cakes.

3. Pakistan: We all know Pakistanis love Bollywood and with proper security, if an international PSL match can be held in Pakistan then why not IIFA. I am sure the Govt. officials adore our Bollywood stars more than we do and they will do everything to help organize this event. This will also boost Pakistan's image internationally and will help tremendously in improving India-Pakistan relations. The best part is Pakistanis who love Bollywood will get to meet their favorite stars.

4. Peru: Do you guys even have a research team IIFA? Do you guys know how popular Bollywood is in Peru and that too among native Peruvians and not Indians? I am sure you guys don't know this because had you known this then you would have successfully held IIFA in Lima, Peru long time ago. Surprisingly Peru doesn't have a large Indian community, yet Bollywood is extremely popular in Peru among localites because their culture is like ours and they can easily relate to our movies. And you never know Peruvian govt. might just sponsor IIFA as they need tourism boost as well.

5. Central Asia: Bollywood is immensely popular in countries like Mongolia, Kazakhstan and other central Asian countries. The interesting part is that it is popular among the locals out there and not just Indians living there. We suggest IIFA explores this possibility and take Bollywood to these unexplored territories.

6. Russian: Just google Russia and Bollywood or Jimmy Jimmy Aaja Aaja song and you will find Russians grooving to this song on their reality song-&-dance shows. Bollywood was extremely popular in Soviet countries and it still is among many elder Russians. We just need to take this forward and hold IIFA in Russia to promote Indian Cinema.

We hope IIFA improves next year and let us enjoy the Baasi award ceremony of 2016 being held in July 2017. Looking forward to Hollywood actors doing more Lungi Dances this time.

Image source: Twitter