We have to further India's soft power: I&B Minister Prakash Javadekar at IFFI 2019

WION Web Team New Delhi, Delhi, India Nov 21, 2019, 11.27 AM(IST)

Prakash Javadekar with Rajinikanth and Amitabh Bachchan Photograph:( Twitter )

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Speaking at the inaugural ceremony, Javadekar said, “India’s soft power in the film, IT, music… they are soft but important powers. The impact of cinema on our lives is such that characters in films impact our lives and it has the ability to change a person’s character.” 

To ‘further India’s soft power’ was the theme of the night as the 50th edition of International Film Festival of India (IFFI 2019) kickstarted on November 20 as stalwarts of Indian cinema attended the opening ceremony including Amitabh Bachchan, Rajinikanth and many others. 

Information and Broadcasting Minister Prakash Javadekar, who also attended the opening ceremony of IFFI 2020 spoke about the importance of cinema, it being India’s soft power and the need to further it. Speaking at the inaugural ceremony, Javadekar said, “India’s soft power in the film, IT, music… they are soft but important powers. The impact of cinema on our lives is such that characters in films impact our lives and it has the ability to change a person’s character.” 

“Indian films are popular across the world. Wherever I go there are Indian film aficionados, even in China. There is no limitation of language. It is art and performance which touches people’s hearts. We have to further India’s soft power” 

“Businessmen from all over the world should look at Indian cinema and take it to the world. For shooting, whether it is a desi or videsi films, India has such scenic location sites. For shoots, one has to take 15 - 20 permissions. We are starting a single-window shooting system. Goa, Leh Ladakh and Andaman and Nicobar will also benefit,” Javadekar pledged.

Among others who attended were Madhur Bhandarkar, Siddharth Roy Kapur, Kabir Bedi, Prasoon Joshi. Filmmaker Karan Johar was part of the ceremony as he hosted the evening.

Cinematographer and Chairman of IFFI International Jury John Bailey; Indian filmmaker, and Chairman of Indian jury Priyadarshan and other jury members of Indian and International jury, Maria Lemesheva, Head of the Russian delegation, graced the opening ceremony.

Rajinikanth was conferred the ‘Icon Of Golden Jubilee Award’ for his outstanding contribution to Indian cinema by Amitabh Bachchan. French actor Isabelle Huppert was conferred with the Lifetime Achievement Award.

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Amitabh Bachchan will also be honoured at IFFI 2019 with a slate of his films being shown to the audience including ‘Sholay’.

IFFI 2019 will showcase 200 films. The highlight is its international competition section that will have 15 films from 20 countries. The winner will get the Golden Peacock Award.