From launching the International Indian Film Academy (IIFA) to shaping the global trajectory of Indian entertainment, Andre Timmins has been at the forefront of a cultural revolution. As Co-Founder of Wizcraft and the visionary behind IIFA, Timmins has spent over two decades redefining how the world experiences Bollywood. In this exclusive conversation with The Brew News Managing Editor, Shaneer N Siddiqui, he reflects on IIFA’s evolution from a glitzy awards night into a powerful platform of soft power diplomacy — one that bridges cultures, drives business, and continues to reinvent itself for a digital-first generation.
The Brew News: IIFA has become a cultural phenomenon. When you co-founded it in 2000, what was your vision — and at what point did you realise it had global staying power?
Andre Timmins: When we co-founded IIFA in 2000, the vision was clear: to take India’s film industry outside India — to celebrate Bollywood on the world stage, build bridges between diaspora audiences and home, and treat Indian cinema as not just entertainment but a form of cultural diplomacy.
London was our first test. Holding the awards at the Millennium Dome felt ambitious — almost audacious. We didn’t know how it would land. But once we saw the response from media, industry and audiences abroad, we realized IIFA wasn’t just a fancy show; it had the potential to become something much bigger.
From then on, as we took IIFA to South Africa, Malaysia, Yorkshire, Bangkok and beyond, the moment it became more than an award night — when it became a weekend of events, a conversation between cultures, a driver for tourism and business — that’s when I understood: this isn’t a one-off international stunt. It has staying power. It is a cultural movement.
From Singapore to Abu Dhabi, IIFA has taken Bollywood worldwide. What strategic decisions helped turn IIFA from an awards night into a year-round global entertainment brand?
Andre Timmins: When we created IIFA, the goal was never to make it just an awards night — it was to build a global platform that celebrates Indian cinema and connects cultures.
Strategically, taking IIFA abroad was the first game-changer — from Singapore to Abu Dhabi, every destination helped us showcase India to the world. Over time, we expanded it into a full weekend of events — music, fashion, film, and dialogue — turning it into a true festival of Indian creativity.
Strong partnerships with governments, tourism boards, and brands helped us sustain it year-round, while global broadcasts and digital reach made IIFA a living brand, not a one-night show. That’s what transformed it into a cultural movement with lasting global resonance.
The Brew News: How does IIFA’s business model balance spectacle, commerce, and storytelling — and what role do partnerships with governments, tourism boards, and global sponsors play in its success?
Andre Timmins: IIFA has always been about striking the right balance between spectacle, storytelling, and commerce. From the start, we wanted it to be more than an awards night — a celebration of Indian cinema that entertains, inspires, and drives real business impact. Every show is designed to deliver world-class production value while telling India’s story to the world.
Our partnerships with governments, tourism boards, and global sponsors have been key — they help us bring IIFA to new destinations, support infrastructure and logistics, and create mutual value by promoting tourism, culture, and trade.
Over the years, IIFA’s global influence has even been recognized by leaders like Indian Prime Minister Narendra Modi, who has applauded IIFA for championing Indian culture on the world stage and strengthening India’s soft power through cinema. It’s this collaborative and visionary model that has made IIFA both a cultural milestone and a sustainable global brand — designed to wow, connect, and create lasting impact.
The Brew News: What’s the biggest misconception people have about the ‘business side’ of Bollywood, and how does IIFA help change that narrative?
Andre Timmins: One big misconception people have about the ‘business side’ of Bollywood is that it’s all glamour and star-power — and that the numbers don’t matter, or that entertainment and storytelling can’t coexist with real commercial strategy.
But that’s wrong. Through IIFA, we show you can build a globally respected, high-impact brand that honours creativity and delivers measurable business value — for cities, tourism boards, sponsors, and the film industry itself.
IIFA is proof that Indian Cinema, Bollywood can be more than carpets; we export culture and convert that into tourism opportunities, trade-benefits, branding impact, and even policy conversation.
Every edition is as much about storytelling and cultural pride as it is about ROI, sustainability, partnerships and long-term legacy.
The Brew News: How has IIFA influenced the globalisation of Indian cinema — not just for actors and directors, but also in terms of distribution, fashion, music, and soft power diplomacy?
Andre Timmins: When we created IIFA, the vision was simple, to take Indian cinema beyond borders and give our industry a global identity.
Over the past 25 years, it has built a truly global platform that celebrates not just films and talent, but the entire ecosystem of Indian entertainment — from fashion and music to creativity and culture.
By hosting the awards in international destinations, IIFA has helped create new markets for Indian films, opened doors for distribution and streaming collaborations, and strengthened global recognition for Indian artists.
Most importantly, IIFA has emerged as a bridge of cultural exchange — promoting India’s creative soft power and strengthening ties with countries around the world through art, entertainment, and tourism.
The Brew News: In a digital-first world, how is IIFA adapting its legacy format to cater to younger, globalised audiences who consume entertainment differently today?
Andre Timmins: In a digital-first world, IIFA continues to evolve while staying true to its legacy of celebrating Indian cinema globally. We’ve embraced new formats and digital innovations to engage younger, more connected audiences. From the launch of the IIFA Digital Awards, recognising excellence in the fast-growing world of OTT content, to IIFA Stomp, which brings together music, dance, and youth culture in an immersive festival experience — we’re constantly reimagining how audiences experience IIFA.
The Brew News: IIFA is often credited with boosting India’s soft power globally. How intentional has that been in your strategy — and what’s next in “IIFA: The Next Chapter”?
Andre Timmins: From the very beginning, IIFA was built on the vision of taking Indian cinema beyond borders — celebrating our culture, talent, and creativity on a truly global stage, and over the years, it has evolved into a powerful instrument of India’s soft power, fostering cultural exchange and strengthening people-to-people connections across nations.
With “IIFA: The Next Chapter”, we’re doubling down on that strategy. We’re expanding our digital footprint, deepening collaborations with global creative industries and experimenting with new experiences aimed at younger audiences. Whether it’s co-productions, talent exchanges or immersive cultural showcases, the goal is unchanged — to keep Indian cinema at the heart of the global entertainment conversation, while also pushing our creative frontiers.
The Brew News: For young entertainment entrepreneurs looking to build cross-border platforms like IIFA, what’s your most hard-earned lesson about longevity, reinvention, and staying relevant?
Andre Timmins: If there’s one hard-earned lesson I’d share with young entertainment entrepreneurs aiming to build cross-border platforms like IIFA, it’s this: consistency is your foundation — reinvention is your lifeline.
You must show up year after year with integrity — quality content, strong relationships, and a clear identity. At the same time, you can’t afford to be static. Audiences evolve, technologies shift, stories change. You must read emerging trends early, lean into innovation be it digital formats, youth-led experiences, global collaborations, and be brave enough to refresh your approach while staying true to your core.
Longevity doesn’t mean doing more of the same. It means building something that’s rooted in purpose, iterated over time, and always open to learning. Relevance comes from staying curious, listening to your audiences, and being unapologetically ambitious — across borders, genres, and generations.
