Amitabh Bachchan has been dropped from the position of IIFA’s brand ambassador. The actor remained the face of the international award show for past 10 years ever since the awards began in the year 2000. Bachchan’s post about him not traveling to Toronto (where the awards will be held this year) on the micro blogging site Twitter shocked many including fans and fraternity members.
“Not coming to Toronto IIFA. IIFA says my services are not required,” he tweeted. He even held the organizers responsible for his absence in Sri Lanka last year. “It’s the organizers of IIFA that do not want me in Toronto. Sri Lanka was the same,” he wrote.IFFA’s spokesperson Sabbas Joseph issued a response this evening saying, "Due to unexplainable reasons, after announcing the event as Brand Ambassador, Mr. Bachchan couldn’t participate in the IIFA Weekend Sri Lanka last year. Following this, IIFA aborted the concept of a Brand Ambassador. Keeping in mind the huge respect that Wizcraft and IIFA have for Mr. Bachchan and the deep relationship that we’ve always shared, we are not having anyone replace Mr. Bachchan. The Bachchan family has been an intrinsic part of IIFA every year, and in this regard we have already shared with them a proposal about their participation this year too. Mr Bachchan’s reason for non-participation is best known to him. IIFA and Mr. Bachchan are inseparable. We will continue to pursue his participation for this year too."