Clorox Canada will be the presenting sponsor of special Omni TV coverage of the best of Bollywood Awards show — the 14th International Indian Film Academy Awards (IIFA).
Special coverage of the awards will be broadcast in Canada by Omni TV in the Omni News: Punjabi Edition and Bollywood Boulevard hosted by Veronica Chail.
The 14th edition of the IIFA awards gala show takes place in Macao Saturday, July 6.
Over the years, IIFA has emerged as the most prestigious platform recognizing excellence in the Indian film industry, attracting the biggest names of Indian cinema, who congregate at the IIFA weekend and awards to celebrate the best contribution made to the world of films in the previous year.
IIFA is a global platform that gives the Indian film fraternity an opportunity to reach audiences in international territories, and is among the most-watched global events with an audience of over 800 million annually.
In 2011, Toronto, Ontario played host to this event. This year it will be staged at the Venetian-Macao Resort.
“Clorox understands the importance of Bollywood in South Asian culture and is proud to be part of it,” said Kaery Lall, head of Clorox Canada’s multicultural marketing.
Clorox believes multiculturalism and diversity are integral parts of Canada’s identity and, building on its success in the mainstream market, is extending its focus to better understand and cater to the needs of the fast-growing South Asian population in Canada.
“We have a fully developed multicultural strategy specifically targeted towards South Asian Canadians. We’re aiming to create a long-term, meaningful relationship with these consumers,” Kaery Lall added.
“They have unique needs, especially in the first five to 10 years of immigrating to Canada, in terms of their product education and usage. We’re looking at dedicating more resources to support these consumers because we see such a tremendous opportunity to meet their product needs.”
The IIFA sponsorship is part of Clorox Canada’s efforts to reach out to South Asian target groups in a broad-based program that includes celebrating with South Asians by sponsoring major festivity-based events such as Diwali, Vaisakhi and other theme-based events like Bollywood Monster Mashup in Canada.
As a part of South Asian oriented initiative, Clorox Canada has also developed in-language websites in Hinglish for the South Asian community as one-stop information platform for cleaning tips and product information.
The Clorox Company of Canada Ltd has been making cleaning products since 1913. Clorox invented the disinfecting wipe and is the maker of a full suite of household cleaning and laundry products. Many of its products have disinfecting properties that kill bacteria and viruses to help stop the spread of infection.
Today, an estimated 25 per cent of Canadian households use Clorox products. Clorox brand bleach, and Clorox brand laundry and home cleaning products are sold in more than 100 countries in North America, South America, Europe, Africa and Asia.