Mumbai, May 20th, 2007: International Indian Film Academy (IIFA) today announced the IDEA IIFA Award for 'Outstanding Achievement' in Indian Cinema The award will be presented to the well known film industry stalwart and the action hero who ruled the silver screens in the sixty's and seventy's - Mr. Dharmendra Singh Deol, popularly known as 'Matinee Idol' by his fans.

The winner is selected by the IIFA advisory board which comprises the most influential luminaries of Indian cinema. The 'Outstanding Achievement' in Indian Cinema Award honors legends of Indian cinema that, have an illustrious career and are seen today as industry icons. The recipient for this prestigious award last year was the dancing queen 'Asha Parekh'.

Dharmendra had made his entry in the Indian cinema with the film 'Railway Platform'. He was first noticed in a Filmfare spot-the-talent contest when he, came to Mumbai to become an actor. He was signed by Arjun Hingorani for the film Dil Bhi Tera, Hum Bhi Tere (1960). His career embarked with the film Phool Aur Paththar and he shot to fame with action hero roles. Perhaps, the most famous and memorable was his role in the Sholay, where he was teamed with Amitabh Bachchan.

The legendary actor has given some amazing and outstanding performances across multiple genres like Action, Romance & Comedy. His mot memorable and all time hits are 'Dream Girl', 'Dharamveer', 'Chupke Chupke', 'Loha', 'Dost' etc.

Currently, he is viewed as a source of inspiration for all the youngsters who want to build their career and grow in the Indian Film Industry. His latest offering 'Apne' with his two sons Bobby and Sunny is much awaited by his fans, which will see the entire Deol family together on celluloid after a long time.

This Indian Cinema veteran will be honored at the glamorous extravaganza, the IDEA IIFA Awards, on 9th June, 2007 in Yorkshire. This electrifying awards presentation ceremony will be beamed to a global audience of almost a billion with Broadcast partners STAR TV, Asia's preferred General Hindi Entertainment Channel.

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About Idea Cellular A leading GSM Mobile Services operator, IDEA Cellular has licenses to operate in 12 circles. With a customer base of over 13 million, IDEA Cellular has operations in Delhi, Himachal Pradesh, Rajasthan, Haryana, Uttaranchal, Uttar Pradesh, Madhya Pradesh, Chattisgarh, Gujarat, Maharashtra, Goa, Andhra Pradesh, and Kerala. IDEA Cellular's footprint currently covers approximately 60% of India's potential telecom market.

Idea Cellular is part of the Aditya Birla Group, India's first truly multinational corporation. Global in vision, rooted in Indian values, the group is driven by a performance ethic pegged on value creation for its multiple stakeholders. The company is listed on the BSE and NSE.

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STAR TV Network STAR is a leading media and entertainment company in Asia. STAR broadcasts over 60 television services in nine languages to more than 300 million viewers across 53 Asian countries. STAR channels cover all genres including general entertainment (Star Plus, Xing Kong, Star Chinese Channel, Star One, Star Utsav, Star World, Vijay, Phoenix Chinese), sports (ESPN, Star Sports), movies (Star Chinese Movies, Star Gold, Star Movies), music (Channel [V]), and news and current affairs (Star News, Star Ananda, Phoenix InfoNews Channel). STAR controls over 20,000 hours of Indian and Chinese programming and also owns the world's largest contemporary Chinese film library, with more than 600 titles, featuring superstars including Jackie Chan, Chow Yun Fat and Bruce Lee. In partnership with leading companies in Asia, STAR businesses extend to filmed entertainment, television production, cable systems, direct-to-home services, terrestrial TV broadcasting, wireless and digital services. STAR is a wholly owned subsidiary of News Corporation. www.startv.com

Wizcraft International Entertainment Pvt. Ltd.

Wizcraft International Entertainment, India's leading Brand Activation company is dedicated to showcasing its expertise on the world stage. Having begun its operations in 1988, Wizcraft has conceptualized and produced events staged in Mauritius, UK, New York, Dubai, Singapore, Malaysia, South Africa, Iraq, Australia and Sri Lanka among others.

Wizcraft's clientele comprise leading global corporates, governments of various countries and leading international entertainment and sports associations and celebrities. The company is focused on providing Global Event Management Solutions at the doorstep of its clients.