Mumbai: IIFA offers a great opportunity to deliver relevant messages to audiences. In its effort to champion global causes, IIFA has embarked on a planet-saving mission since the IIFA Weekend Yorkshire ’07. In an attempt to strengthen its commitment towards fighting the pressing issue of climate change, IIFA this year has launched the Green Globe Foundation and Akshay Kumar has accepted to be the ambassador of the foundation.

The Green Globe Foundation is an initiative of IIFA and Wizcraft International Entertainment. Partners of the Green Globe Foundation are the United Nations Environmental Program and the Energy Resources Institute (TERI) headed by Nobel Laureate RK Pachauri.

Speaking on the initiative, Akshay Kumar said, "Global warming is a major point of concern for the world. I believe it is imperative for every person to do his bit to fight global warming. Being the brand ambassador for the green globe foundation is a great honour for me as it gives me an opportunity to participate in this great cause. It’s great to see IIFA’s commitment to sustainable development being expressed in its leadership of the Green Globe Foundation."

Eminent personalities from diverse walks of life have agreed to lend their support for this noble cause. As a symbol of their support, IIFA Brand Ambassador, Amitabh Bachchan, Minister of Tourism and Sports, Thailand, H. E. Khun Weerasak Kowsurat and Ambassador of India, Latha Reddy planted a sapling at Dusit Thani Hotel on 6 June on the inaugural day of the IIFA Weekend Bangkok.

IIFA in conjunction with TERI and UNEP will utilize its platforms to promote the fight against global warming and towards that end will share knowledge that would provide visibility to common messaging.

During the Idea IIFA Awards ceremony, a special film on climate change titled, Global Cool was premiered. The film featured Amitabh Bachchan, Sienna Miller, Heather Graham and then British Prime Minister, Tony Blair. The film was directed by Shekhar Kapur.