The IIFA Weekend and Awards 2017 kicks off today in New York City and loudly announced its arrival by enlivening the iconic Times Square at the sound of the Nasdaq closing bell at 4pm ET yesterday.

Conceptualized and produced by Wizcraft International, India’s leading event and entertainment company, and supported by key members of the Indian film fraternity, IIFA is a global platform that gives the Indian film fraternity an opportunity to reach audiences in international territories. Wizcraft promotes the IIFA Weekend & Awards globally each year and travels to new, exciting and beautiful destinations, taking the film fraternity with it to unite and celebrate the best of Indian film and culture, thereby taking Indian Cinema and India to a wider audience.

The alliances made via the platform of IIFA provide huge benefits and gain to India, but an equally important objective of this initiative is to create similar outcomes in its host country by boosting tourism, economic development, trade, culture, cross-border investments and film co-productions. 

After travelling for 15 years across 12 countries including Hong Kong, Canada and Malaysia, this year IIFA has dropped anchor at New York City. And while Bollywood buffs are obviously brimming with joy, New Yorkers are equally thrilled to be the hosting this event that promises a wealth of opprtunities. 

The 18th Edition of NEXA IIFA Awards Powered by VIVO will be held at MetLife Stadium in New York across 14th and 15th of July. To kick off the IIFA Weekend, the Indian delegation of organizers and film fraternity took over Times Square lighting up its towering LEDS with loud merriment and animated faces including actress Sonakshi Sinha, Wizcraft founder Sabbas Joseph and Colors CEO Raj Nayak, among others. 

The Nasdaq Opening and Closing Bells allow listed companies to address a wide audience with specific messages. Choreographed by a professional event planner, each ceremony is carefully designed to showcase the company on the Nasdaq Webcam, MarketSite Tower and participating television networks such as CNBC, Bloomberg TV, Fox Business News and many others- reaching millions of viewers worldwide.  

.@IIFA and the beautifully talented @sonakshisinha take over Times Square after ringing the @Nasdaq Closing Bell!#IIFA2017
#skmanagement
pic.twitter.com/D0rxZwebl4

— Nasdaq (@Nasdaq) July 12, 2017