Andre Timmins outlines IIFA 2027 plans while reflecting on the awards’ origins and Abu Dhabi ties

Early Beginnings and Vision

Andre Timmins, co‑founder of the International Indian Film Academy Awards, told Khaleej Times in an exclusive interview that the idea for IIFA came from a moment he will never forget. He recalled a stage shared by Amitabh Bachchan and Dharmendra at an early ceremony, when Dharmendra remarked, “You know, Amit ji, we stay not even five minutes away from each other, but we had to travel 15,000 miles to meet.” Timmins said that line stayed with him and showed how the awards could reconnect an industry that rarely finds time to gather.

He admitted he is not a devoted film buff, preferring documentaries, but his connection to cinema grew through work. When Wizcraft started in 1988, his team spent nearly a decade working with Filmfare and Femina, building links with actors, filmmakers and the wider industry. By 2000 they were weighing an overseas venture, debating whether to export cricket or cinema. They chose cinema because they wanted to bring stars nearer to fans and to the second and third generations living abroad, aiming to give Indian cinema a global stature.

The first ceremony took place at London’s Millennium Dome. Timmins approached Amitabh Bachchan for support, and the actor instantly agreed, saying, “My wish was always to take Indian cinema global and this is something great you’re doing. I’m going to support you.” Bachchan then joined then‑Miss World Yukta Mookhey for the press announcement, which generated coverage on BBC, CNN and ITV, making Timmins realise the combined power of celebrities and Indian cinema.

The inaugural show featured a lineup that included Lata Mangeshkar, Asha Bhosle, Dilip Kumar, Sunil Dutt, Shah Rukh Khan, Yash Chopra, Angelina Jolie and Jackie Chan. Timmins still gets goosebumps remembering Lata Mangeshkar receiving an award from Shatrughan Sinha and Dilip Kumar honouring Sunil Dutt. Despite the success, he said there was no guarantee the event would return: “We made it happen. But to be frank, we never knew it would happen again.”

Expansion Into a Global Phenomenon

The second edition moved to Sun City, South Africa, where the team began shaping a financially sustainable model through hospitality, airline and sponsorship deals. Later shows in Malaysia and Singapore helped the organisers see IIFA as more than just an entertainment event. Timmins described Singapore as a turning point: “That’s when we understood we’re not just doing an event. We’re bringing in tourism, we’re bringing a country into India, we’re taking India abroad. Indian cinema’s soft power was realised there.”

Over time the awards grew into a weekend of celebrations, with stars visiting local attractions and audiences discovering foreign destinations through television broadcasts. Away from the cameras, a different dynamic emerged. Timmins explained, “What you see of IIFA on screen and what you see in the four days at the event is very different. People are cracking deals. Some producers are signing up a star, some singers are getting deals with actors to sing in their next movie.”

This mindset led to the creation of IIFA Connects, a monthly Mumbai initiative that brings together professionals from filmmaking, music, fashion and streaming. He noted, “Today, stars are not only about movies. Stars are about merchandising, brands, products, endorsements and generating their own wealth. What IIFA gives them is that connectivity.”

Abu Dhabi’s Role and Partnerships

Timmins pointed out that IIFA’s relationship with the UAE goes back two decades to the 2006 edition in Dubai. He recalled the excitement of that event, the stars staying at Grand Hyatt Dubai and a young Sheikh Hamdan – now the Crown Prince of Dubai, Deputy Prime Minister, Minister of Defence and Chairman of the Executive Council of Dubai – visiting Salman Khan backstage. He said, “I remember Salman was there, Hrithik was performing. It was absolutely fabulous.”

Two decades later Abu Dhabi has become a key destination, having already hosted three editions. Asked what keeps the awards coming back, Timmins replied, “The leadership is very welcoming. They’ve always been in touch with us. They encourage us to do more business in Abu Dhabi. They want more Indian content coming in there.”

He described approaching Miral about a return to Yas Island and receiving an enthusiastic response, with the team helping to fit the event into the calendar. “The main thing is to have an active partner. Abu Dhabi is a very active partner. When you get that respect from somebody, you want to come there. Because for our stars, our Indian industry, it’s respect first and then everything follows.”

Timmins believes IIFA has also helped strengthen Abu Dhabi’s ties with Indian entertainment and audiences, adding, “I can rate Abu Dhabi as one of our favourites to come back to. They understand events and they understand what an impact IIFA can create.”

Future Outlook and the 2027 Edition

Discussing the relevance of live awards in the social‑media era, Timmins said that while audiences can now follow actors on Instagram, interviews, vlogs and behind‑the‑scenes clips, the experience of seeing them in person remains unique. “The more exposure, the more the audience. That’s my way of looking at it,” he said. “While social media has taken over their lives and viewers can see them, you can’t have an experience of them. Whether they’re performing, attending, receiving an award, walking the green carpet or chilling in a restaurant, it’s a very different avatar.”

He argued that opportunities to watch film stars perform and interact with fans live have become rarer, but stressed, “You cannot miss the element of live events. Social media always enhances the live element.”

Timmins is particularly excited about a new partnership with YouTube that will stream the 2027 celebrations live alongside traditional television coverage. He explained, “For India, television will always be there. But on YouTube, I get another segment of people, which is the younger lot. You have family on television and on YouTube you’ll have all the youngsters.”

Looking ahead to the 2027 edition, he promised a mix of familiar Bollywood favourites and fresh experiences. He revealed that Himesh Reshammiya will make his IIFA performance debut at the Digital Awards, calling him the event’s headliner: “We call him the hit machine. His act is going to be massive and he’s very excited.”

The celebrations are also expected to feature Salman Khan, Shahid Kapoor, Kareena Kapoor Khan, Janhvi Kapoor and Rashmika Mandanna, with Varun Dhawan making his hosting debut alongside other Bollywood personalities.

A major collaboration with an upcoming film is under way, though Timmins would not disclose its title. He said, laughing, “It’s a blockbuster that we’re going to do a massive tie‑up with,” and added, “I’ll keep you guessing.”

Regarding Shah Rukh Khan, whose involvement with IIFA dates back to its earliest years, Timmins noted that discussions about his possible attendance are still ongoing. “We’ve requested to see whether we can get his date. We’re still awaiting confirmation,” he said. “He’s always been an IIFA supporter. So, like you, I’ll also wait.”

After 26 years of organising some of Indian cinema’s biggest international gatherings, one thing still keeps Timmins awake at night. He laughed and said, “Until the stars get onto the aircraft. I’ve seen times when they come onto the aircraft, get out and go back, and then come again. So until the star is on the aircraft and has landed, I have sleepless nights.”

He also highlighted the perennial challenge of getting the show to start on schedule, observing, “Because if you start on time, you finish on time and then you can enjoy the night.” Decades after that first night in London, he suggested that some aspects of bringing Bollywood together may never change.

PUBLISHED: Tue 13 Oct 2026, 1:38 PM UPDATED: Tue 13 Oct 2026, 5:20 PM