Mumbai, Oct 2, 2024: The International Indian Film Academy (IIFA) Awards has partnered with real estate developer Sobha Group to launch an initiative aiming to catalyze positive change, raise awareness, and mobilize resources for social causes that extend beyond the elite or those in power.
The initiative, 'I Can Make A Difference: Small Steps, Big Impact – Empowering Change Through Collective Action', underscores that 'I' represents both the academy (IIFA) and the individual’s ability to make a difference. By harnessing the powerful platform of cinema as a force for advocacy, IIFA integrates the 'I Can Make A Difference' initiative into its foundational mission, aiming to catalyze positive change, raise awareness, and mobilize resources for social causes that extend beyond the elite or those in power.
At the 24th edition of Sobha Realty IIFA Weekend 2024, IIFA unveiled the initiative, partnering with Sobha Group as its official Cause Partner.
Commenting on the partnership, PNC Menon, Founder and Chairman of Sobha Group, said “At Sobha Group, our commitment to giving back is deeply rooted in the belief that true success lies in uplifting others. Our partnership with IIFA is about more than empowering women—it’s about creating lasting, transformative change. Sobha Group’s vision goes beyond building homes; we’re building opportunities for women and girls to thrive, lead, and shape a better future for all.”
Andre Timmins, Founder/Director of IIFA, expressed his excitement about the partnership, stating, "We are proud to champion meaningful change, where 'I' symbolizes not just IIFA but also 'I Can Make A Difference'—‘Small Steps, Big Impact: Empowering Change Through Collective Action.’ As IIFA's journey continues, our initiative will address various causes through awareness campaigns, community projects, and strategic partnerships with local and global organizations to maximize our impact. By leveraging social media and technology, we will broaden our outreach and engage with global communities. Aimed at making a significant impact on key global issues, we are proud to partner with Sobha Group as our official Cause Partner, introducing our collective transformative initiative to mobilize and advocate for meaningful change, particularly by inspiring and empowering the next generation of women.”
He added, “Let's embrace our power to drive change, believing that 'I Can Make A Difference' will transform lives and create a positive global impact.”
Sobha Group has long been a champion of women’s empowerment, with initiatives such as the Sobha Young Mother Rehabilitation Program, providing young, disadvantaged women with shelter, education, and employment opportunities. The Sobha Rural Women Empowerment Program supports widowed mothers and their children, ensuring access to essential resources and education creating pathways toward lasting change.
Recently, Sobha Realty in collaboration with Arsenal FC launched ‘The Foundation,’ a film highlighting the company's dedication to empowering women. Through the Sri Kurumba Educational and Charitable Trust, Sobha Group has positively impacted the lives of over 23,000 women and girls across the globe, offering educational, healthcare, and employment opportunities.
Through this partnership, both IIFA and Sobha Group underscore their commitment to women’s empowerment, utilizing cinema and entertainment to spark meaningful change. Their efforts rally philanthropic action and provide concrete solutions to urgent global challenges. Together, they aim to build a network of change makers, inspiring everyone to embrace their responsibility as global citizens, and take action to create lasting impact.
