MUMBAI: The two day conclave of the Federation of Indian Chambers of Commerce and Industry (Ficci) concluded by welcoming the recommendation from Wizcraft International that the South Indian film industry should join hands to create a global platform that presents the South Indian film industry at key markets across the world.

Sharing the IIFA success story wherein key global markets opened up for the Hindi film industry that led to a quantum growth, Wizcraft International founder-director Sabbas Joseph averred, "The talent in the South Indian film industry is enormous. We wanted to seize this opportunity to establish a platform for talent to be promoted and honoured on a national level and international level for South Indian films. Regional and Indian cinema have grown into a global phenomenon and we would surely look at promoting and leveraging them on a global platform through brand IIFA."

The IIFA story also demonstrated the attention that is being given to Indian culture and business by global counterparts. Akin to the Bollywood weekend, the weekend for the South Indian film industry would be a huge step towards recognizing the growing importance of South Indian cinema by celebrating it on a global platform, Joseph felt.

Regional films have been well received at the Berlin film festival and have also won best film awards. With contemporary story lines, advanced technology and fresh talent in the regional entertainment world regional cinema is becoming popular. Films like Enthiran - Robot won the accolades of critics all over the globe.

IIFA is one of the most respected South Asian film academies and its main highlight, the IIFA Weekend and Awards are India‘s biggest media event. In its 12 years around the globe, IIFA has forged relationships with countries, enabling the promotion of Indian cinema. IIFA has introduced multiple distributors and exhibitors such as Nu Metro, Ster Kinekor, Pathe in markets that IIFA has traveled to.