Andre Timmins, founder of Wizcraft and architect of the IIFA Awards, spoke to Khaleej Times about the upcoming IIFA 2027 ceremony in Abu Dhabi and the history of the international awards celebration.

Timmins recalled Dharmendra's observation at a past IIFA ceremony: they lived only five minutes apart in India but had to travel 15,000 miles to meet at the event. This moment crystallised Timmins' understanding that IIFA serves as a rare gathering place for an industry that seldom convenes together, beyond the glamour and trophy presentations.

Wizcraft began in 1988 and spent nearly a decade working with Filmfare and Femina before Timmins and his team decided in 2000 to launch an ambitious international venture. They chose cinema over cricket, believing they could bring Bollywood stars and Indian cinema closer to diaspora audiences and establish the industry on the global stage. The inaugural IIFA ceremony took place at London's Millennium Dome.

Timmins approached Amitabh Bachchan for support, and Bachchan immediately agreed, saying his lifelong wish was to take Indian cinema global. Bachchan and then-Miss World Yukta Mookhey held a press announcement that generated significant international media coverage on BBC, CNN, and ITV. The first ceremony featured an extraordinary lineup including Lata Mangeshkar, Asha Bhosle, Dilip Kumar, Sunil Dutt, Shah Rukh Khan, and Yash Chopra, alongside international personalities such as Angelina Jolie and Jackie Chan. Memorable moments included Lata Mangeshkar receiving an award from Shatrughan Sinha and Dilip Kumar honouring Sunil Dutt.

The second edition moved to Sun City, South Africa, where the team developed a financially sustainable model through hospitality, airline, and sponsorship partnerships. Subsequent editions in Malaysia and Singapore established IIFA's broader impact beyond entertainment—bringing tourism to host countries and showcasing international destinations to Indian television audiences. Singapore proved a turning point, when Timmins realised IIFA was harnessing Indian cinema's soft power as a cultural export.

Beyond the televised spectacle, IIFA weekends involve private business dealings, with producers signing stars and musicians securing film opportunities. This philosophy extended to IIFA Connects, a monthly Mumbai initiative bringing together professionals across filmmaking, music, fashion, and streaming platforms.