Vidya Balan Announced Brand Ambassador of IFFM [PHOTOS]

Bollywood actress Vidya Balan has been appointed brand ambassador of the Indian Film Festival of Melbourne (IFFM) for the third time in a row.

"The Victorian Coalition Government will extend its support for the Indian Film Festival of Melbourne by one year, reinforcing the strong bond that exists between the Victorian and Indian screen industries," Louise Asher, Victorian Minister for Tourism and Major Events, told PTI.

"I am delighted to announce that Indian film star Vidya Balan will return as the Festival's Ambassador," she added.

Vidya, who is known for her acting prowess in films like "Parineeta", "The Dirty Picture" and "Kahaani", also expressed her happiness about being the brand ambassador of IFFM once again.

"I am happy that I am the brand ambassador for the festival for the third time. It's a matter of privilege and honour to be part of the festival," the 35-year-old actress told reporters on Thursday.

"It is very gratifying to get recognition and appreciation for our work and to have that form of a foreign audience in a foreign country makes it all the more special," she added.

Vidya said that Australians love "song and dance" in Indian cinema as their films don't have such sequences. She added that film festivals like IFFM provide a "platform for young filmmakers to showcase films not only from India but from our neighbouring countries as well."

IFFM 2014 will introduce four new awards - Peoples Choice, Best Direction, Best Performance and Best Film. It is scheduled to take place between 28 April and 3 May.

VIDEO: Vidya Balan spotted seeking blessings at Siddhivinayak temple