IIFA and Sobha Group Launch ‘I Can Make A Difference’ Initiative to Empower Women and Tackle Global Issues

The International Indian Film Academy (IIFA) Awards has teamed up with leading luxury real estate developer Sobha Group to launch a transformative initiative titled ‘I Can Make A Difference: Small Steps, Big Impact – Empowering Change Through Collective Action’. This initiative reflects IIFA’s commitment to using cinema as a platform for advocacy, aiming to inspire individuals to take meaningful actions towards global change, with a strong focus on women's empowerment.

The initiative was unveiled at the 24th edition of the Sobha Realty IIFA Weekend 2024, with Sobha Group stepping in as the official ‘Cause Partner’. Through this partnership, IIFA and Sobha Group aim to address key global issues and empower the next generation of women and girls by providing education, resources, and opportunities for leadership.

PNC Menon, Founder and Chairman of Sobha Group, emphasized the group's commitment to making a lasting impact: "Our partnership with IIFA is not just about empowering women today but building opportunities for them to thrive and lead, shaping a brighter tomorrow."

Andre Timmins, Founder and Director of IIFA, expressed his enthusiasm for the initiative, stating, *“I Can Make A Difference” symbolizes not just IIFA but also the individual’s ability to drive change. Our initiative will focus on key issues through awareness campaigns, community projects, and strategic partnerships, leveraging technology and social media to engage global audiences.”

Sobha Group’s dedication to women’s empowerment is exemplified by initiatives such as the Sobha Young Mother Rehabilitation Program and the Sobha Rural Women Empowerment Program, which provide education and employment opportunities to disadvantaged women. In partnership with Arsenal FC, Sobha Realty also launched ‘The Foundation,’ a film highlighting their efforts in empowering women globally.

Through the ‘I Can Make A Difference’ initiative, IIFA and Sobha Group aim to create a network of change-makers, using the power of cinema and philanthropy to address pressing global challenges and foster a culture of empowerment and action. Together, they seek to inspire global citizens to take responsibility and create a positive, lasting impact.