The dust around International Indian Film Academy (IIFA) 2010 seems to be settling down. Amid protest march and boycott threats, there were some doubts as to whether the awards will be held in Colombo. But all that seems to be over now with the recent announcement of actor Salman Khan as the brand ambassador of the International Indian Film Academy (IIFA) Charity Initiative. As a symbol of solidarity with the Sri Lankan people, IIFA has spearheaded the Charity Initiative, in conjunction with the Sri Lanka Cricket Board, Habitat for Humanity and UNICEF. The Charity Initiative is to include housing, literacy and rehabilitation measures for the people in the Northern and Eastern regions of Sri Lanka.

Unfazed by the recent controversy regarding the Tamilian protests against the choice of venue for IIFA 2010, CNNIBN quoted Khan as saying “I will perform at IIFA... I'm there with IIFA and Being Human". In a recent press conference, the actor supporting IIFA’s initiative to positively impact those afflicted in the war, added, “I am happy to be an ‘Ambassador of Change’ and believe that it is crucial to make a difference and contribute to this worthy cause. IIFA has successfully built bridges between countries over the last decade, and I hope this initiative will do the same for Sri Lanka.”

IIFA 2010 will be held from 3rd to 5th June in Colombo. Apart from the awards, an IIFA weekend of charities and events are being planned. This includes a charity match between Sri Lankan cricketers and Bollywood celebrities called “Cricket for Change”, the proceeds for which will go into building 100 houses for the refugees in Jaffna, and adoption and rehabilitation measures of child soldiers.