Southern superstars Mahesh Babu, Akkineni Nagarjuna and Kamal Haasan are all praise for the International Indian Film Academy (IIFA) management for hosting IIFA Utsavam as a fund-raiser for the rain and flood victims of Chennai.

The management of IIFA has planned to celebrate the cinema of the South. For the first time ever, the bossess have decided to host a grand event called IIFA Utsavam. The first edition of this celebration was to initially take place on 4 and 6 December, 2015. But it was postponed to show solidarity with the people of Chennai, which was hit by flood and rain.

Now, the IIFA management has announced that the celebration of South Indian cinema will take place at the Gachibowli Outdoor Stadium in Hyderabad on 24 and 25 January. IIFA Utsavam will now be hosted as a fundraiser for those affected by the Chennai floods. The IIFA Management launched a campaign called "Be One For Chennai" to garner support and funds for relief and aid to the victims of Chennai.

"At IIFA, we have always been dedicated to celebrate Indian cinema and its excellence globally. In light of the recent tragic disaster affecting an integral part of South India — Chennai — we took the decision of postponing IIFA Utsavam. In light of the plight and suffering of the people of Chennai and to aid the regeneration of the city, our event has been converted into a fundraiser," said IIFA director Andre Timmins of IIFA.

"We are pleased to announce that we now aim to create reason of hope with the proceeds of our fundraising being donated in aid of Chennai. We appeal to the film fraternity, media, corporates and fans to join us and Be One for Chennai. We are confident South India will have never have witnessed a greater celebration than what we have planned with IIFA Utsavam," he added.

"I'm pleased to be a part of IIFA Utsavam who stand in solidarity with the city of Chennai. In light of the tragedy that has affected so many people in the city it is a great initiative by IIFA Utsavam to help support the plight and much needed regeneration of Chennai with the events planned in Hyderabad. With the premiere edition of this prestigious Awards Ceremony now only two weeks away I am looking forward to the celebration and wish them all the best for an incredible journey that has begun with such a meaningful start," said Telugu superstar Mahesh Babu.

"It comes as great news that the IIFA Utsavam celebrations will now take place in January as a fundraiser. The act is a great move to not only honor excellence of South Indian cinema but also uphold the wellbeing of the citizens residing here. I applaud the management's decision to extend their support to those affected by the Chennai disaster. IIFA Utsavam will surely be one of kind celebrations of cinema and its audiences," said Nagarjuna.

"IIFA Utsavam has emerged as a true supporter of South India by not only celebrating the cinema but also considerate about the well-being of its audiences. I appreciate the solidarity the International Indian Film Academy has shown towards Chennai and I am confident the celebrations in January are scheduled to be an even bigger success," said Kamal Haasan.

IIFA Utsavam has been conceptualised to take South Indian cinema to the world. The premiere edition of this celebration promises to bring the best of glitz and glamour to Hyderabad. This celebration will witness the coming together of the biggest superstars of the South Indian Film. IIFA Utsavam awards presentation ceremony will take place on this occasion.

Also Read