At a function held at Land's End, Bandra, on Tuesday, the Times of India group launched its new venture: the Times of India Film Awards (Toifa), which will celebrate and fete talent in the Hindi film industry. To be held at a different global venue every year, the inaugural edition will be hosted in partnership with British Columba at Vancouver from April 4 to April 6, 2013. Talking about the awards, Vineet Jain, MD, Times of India group, said, "The Times of India film awards are yet another step in getting closer to millions of Indians across the globe. The Times of India group has always been at the Centre of the readers' mind and heart As we celebrate our lineage of 175 glorious years of thought leadership in the media, Toifa will extend this to a worldwide audience."
Khan, who was present at the launch, said that film awards were a representation of the hard work and effort that the industry put in to entertain audiences. "I am delighted that the Times of India has taken this step towards bridging the gap between us and our fans worldwide," he added. The Toifa
trophy was unveiled at the ceremony after a performance by Shaimak Davar's
will choreograph the first edition of the awards, which will be conceptualized, scripted, directed and managed by Cineyug
Entertainment There will be 14 categories of awards. The event, which will go on for three days, is as follows.
April 4 will see leading musicians from the Hindi film industry perform at the Pacific Coliseum. On April 5, there will be screenings of popular Hindi films in multiplexes in British Columbia for the public, followed by the Toifa nominations gala and the technical awards. On April 6 will be the glittering awards ceremony at BC Place, at which Shah Rukh Khan, Ranbir Kapoor, Katrina Kaif, Abhishek Bachchan, Anushka Sharma and Priyanka Chopra will perform. Jim Nickel, deputy high commissioner and acting consul general of Canada in India said, "Hosting the Times of India film awards in Vancouver will showcase Canada's vibrant cultural sector and will promote Canada as a competitive destination for film production and collaboration. The Times of India film awards will further connect the Indian and Canadian film industries and deepen the already strong people-to-people ties between our countries."