Mumbai: Ishqiya, to be screened at the inaugural edition of the IFFL. Directed by Abhishek Chaubey, Ishqiya undoubtedly has brilliant performances by Naseeruddin Shah, Arshad Warsi and Vidya Balan. The storyline and songs have managed to get a good response at the box office not only in India, but also loads of appreciation from critics.

Shemaroo Entertainment director Hiren Gada shares his thoughts, “It feels pride to know that Ishqiya has made place in hearts worldwide and hope people’s love with Ishqiya continues even in future.”

The IFFL 2010 is the first major film festival to be held in London along with the popular and offbeat cinema of Bollywood and regional India. It seeks to introduce audiences to lesser-known cinematic traditions of the region, showcasing an array of powerful and dazzling productions from Pakistan and Bangladesh. Additionally, the IFFL aims to build and strengthen cultural and commercial bridges between the film industries of Britain and India, encouraging exchange of ideas and facilitating meetings between film professionals and investors. The inaugural Festival, the IFFL 2010, will be held from 25 – 29 August at London’s Riverside Studios.