PIFAA: Punjabi International Film Academy Awards Thrills Toronto

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By A Correspondent

The Air Canada Centre located in the heart of Toronto downtown, rocked on the evening of Saturday, August 4th, 2012, when singers, actors and directors of the Punjabi film industry descended to see a dream come true — the first Punjabi International Film Academy Awards (PIFAA).

Cinema plays an integral role in promoting and strengthening cultures and languages. Punjabi cinema has seen a turnaround in recent times with good movies and new promising talent.

Black Diamond Entertainments and Parvasi Entertainment provided a perfect opportunity to showcase the abundant talent in Punjabi Cinema to the world.

Like the skyscrapers surrounding the awards function venue, this dream was tall and seemed unreachable, but when the event was underway, it appeared that the Punjabis had conquered the downtown area.

Hosted by actors Sonu Sood, stand-up comedian Kapil Sharma and actors Divya Dutta and Gurpreet Ghuggi, there were ample rustic doses of Punjabi laughter, and a responsive crowd of 6,000+ jeered at every punch thrown by them.

The PIFAA anthem, ‘Sada Punjab Ontario….’, kicked off the event and PIFAA brand ambassador and Hindi film superstar, Dharmendra, bared his heart in his opening speech. Despite not being in perfect health, Dharmendra stayed put for almost three hours, and said, “This has been a great beginning for the Punjabi movie industry. Plans are on to make it an annual feature.”

Speaking on the occasion, Harinder Takhar, the Minister of Government Services, Ontario, said that Punjabis had now got a festival of their own and that this event would go a long way in preserving Punjabi language.

It is indeed worth reckoning that the Government of Ontario was one of the sponsors of the event. Meanwhile, the entertainment quotient was at its peak with dance performances by actors Diljit Dosanjh and Neeru Bajwa, the lead pair of the latest Punjabi hit, Jatt and Juliet. Actor Jimmy Shergill and singer-actor Gippy Grewal also enthralled the audiences with their performances. Tributes were also paid to Dara Singh and Hindi films’ superstar, Rajesh Khanna, who passed away recently.

The presenting partners Black Diamond Entertainments is extremely proud of its role in this production par excellence. BDE used both traditional media and social media to reach out to the community. The social media strategy, courtesy of Joshi Inc., successfully created a buzz among the younger generation in the Punjabi community.

The excitement palpable on the social media platforms was prelude to the excitement clearly visible on the day of the show. Black Diamond Entertainments was instrumental in developing, executing and tracking all the updates, feedbacks and developments for the PIFAA. The event was a milestone for promoting Punjabi Cinema and language and BDE is proud of its contribution to this noble and worthy cause.

Black Diamond Entertainment is committed to bring the best in entertainment to the community. BDE has number of events lined up that will mesmerize and enthral you for the rest of the year. Please keep checking www.blackdiamondent.ca and stay connected on Facebook & Twitter for all upcoming mega events.


Vol. 12 - No. 1 - 2


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