Tollywood celebs at IIFA Utsavam press meet
Tollywood celebs at IIFA Utsavam press meethttps://twitter.com/IIFAUtsavam

The organisers of International Indian Film Academy (IIFA) Awards are all set to celebrate South Indian Cinema with the first-ever "IIFA UTSAVAM" in Hyderabad in December 2015.

In October, the organisers had hinted at an such event. On the official Twitter pages, they had posted: "If there is one word that represents Indian Cinema at the global stage, it is #IIFA! If the South Indian Cinema could be described in a word, it would be UTSAVAM! What happens when you bring IIFA & the South Indian Cinema together on one stage? You get a celebration, unlike any other! Stay tuned.. (sic)"

On 3 November, the organisers made a formal announcement on this in a press conference in Hyderabad. Actors like Kamal Haasan, Venkatesh, Akkineni Nagarjuna and Tamannaah Bhatia attended the press meet. The IIFA chief had revealed then that they planned IIFA UTSAVAM at Gachibowli Outdoor Stadium in Hyderabad between 4 and 6 December.

IIFA UTSAVAM is expected to be one of the country's biggest cinema events, with all the leading celebrities from the Tamil, Telugu, Kannada and Malayalam industries attending it. The organisers' aim is to honour the best of South India's film industry. 

"IIFA Utsavam has been conceptualised to especially give due credit and honour to the prolific body of work and brilliance of the Cinema of South India. We are confident the celebrations are going to be a huge success and emerge as a milestone event for the entire South Indian film fraternity," PTI quoted IIFA Utsavam director Andre Timmins as saying.

Kamal Haasan, member of the IIFA Utsavam Advisory Board, hailed the event. "IIFA Utsavam is a wonderful initiative by IIFA to help build the outreach of film industries across India. Given the global acclaim of the IIFA platform, I am confident it will become an instant opportunity for greater recognition to South Indian film industries and our work," he said.

The South Indian film industries produce more than 600 films annually. "Right from the beginning, South India has been where national cinema lived. It is high time we are celebrated and I am glad it is happening now, after years of discussion," added the actor.

Nagarjuna said IIFA Utsavam would promote South Indian cinema on the international platform. "They have the experience and they have done this with Hindi cinema, and now they can take it internationally and that will help showcase South Indian cinema", he said.