Courtesy:
Glamsham
Thursday,
June
21,
2007
Sterling
Media
has
once
again
firmly
placed
the
Indian
film
fraternity
on
the
global
arena,
generating
reams
of
national
media
coverage
for
the
International
Indian
Film
Academy
Weekend
(iifa
awardss),
which
took
place
from
7th
-
10th
June
2007
in
Yorkshire.
Sterling
Media
is
recognized
as
one
of
the
first
communications
agencies
in
the
UK
to
have
taken
Bollywood
to
the
mainstream.
Having
handled
the
communications
strategies
for
Bollywood
films,
concerts,
events,
Sterling
Media
has
continuously
generated
national
media
interest
and
coverage
for
an
industry
which
once
was
thought
of
as
niche.
The
company
is
also
recognized
for
its
ability
to
understand
mass
and
segmented
sensibilities
and
media
consumption
patterns
and
is
thus
able
to
tailor
communications
campaigns
to
target
varying
audiences.
In
commenting
about
this
year's
iifa
awards
campaign,
iifa
awards
Director
Sabbas
Joseph
says:
"iifa
awards
has
been
overwhelmed
with
the
extensive
level
of
national
and
international
coverage
that
Sterling
Media
has
achieved
for
iifa
awards
2007.
The
coverage
has
by
far
superseded
the
level
of
coverage
that
has
been
achieved
in
the
countries
of
hosting
in
previous
experiences
in
iifa
awards's
eight-year
history.
Sterling
Media's
efforts
have
managed
to
deliver
and
carry
the
iifa
awards
story
to
a
global
platform
through
the
appropriate
interaction
with
mainstream
and
ethnic
media
and
wire
services."
Natasha
Mudhar,
Managing
Director
at
Sterling
Media,
comments:
"Being
one
of
the
UK's
leading
Indian
cinema
marketers,
over
the
years
we
have
seen
Indian
cinema
bolster
its
position
in
the
UK.
We
are
delighted
to
have
had
the
opportunity
to
work
with
such
a
prestigious
event
as
the
iifa
awardss
who
we
share
the
vision
with
in
elevating
Indian
cinema
to
a
global
platform."
The
iifa
awards
Weekend
is
a
global
institution,
which
not
only
promotes
the
growth
and
popularity
for
Indian
cinema
internationally,
but
forges
greater
cross
socio-cultural
affiliations
on
a
global
level.
The
campaign
for
the
iifa
awards
Weekend
was
implemented
via
Sterling
Media's
specialist
Arts,
Entertainment&Films
division
and
all
Ethnic
media
related
activity
through
their
Multicultural&International
Division.
The
iifa
awards
Weekend
is
an
annual
event
held
to
honour
the
achievements
of
Indian
film
personalities
on
a
global
platform
and
included
business
forums,
film
premieres,
workshops
and
charity
fund-raising
events.
More
than
500
luminaries
traveled
to
Yorkshire
for
the
iifa
awards
Weekend
and
the
event
was
broadcast
globally
by
STAR
TV
to
reach
nearly
500
million
viewers
in
110
countries.
Sterling
Media
is
a
total
communications
agency
incorporating
the
areas
of
PR&Media
Relations,
Marketing&Brand
Management,
Advertising
and
Event
Visualization.
In
addition,
Sterling
Media
has
three
specialist
divisions:
1)
Arts,
Entertainment&Films
2)
Creative
and
3)
Multicultural&International.
Clients
range
from
corporate,
finance,
arts,
entertainment,
films,
charity,
restaurants,
travel
and
tourism,
telecomms,
fashion
and
beauty,
hospitality,
food
and
beverage.
Recent
Stories
Anuranan,
first
Bengali
movie
shot
in
UK
"Bears
are
not
item
number"
-
Yana
Gupta