MUMBAI: The International Indian Film Academy (IIFA), 2010, will spearhead a charity initiative in Sri Lanka as a part of the IIFA Weekend and Award celebrations in Colombo and actor Salman Khan has agreed to be the brand ambassador of this IIFA Charity Initiative.

The IIFA Charity Initiative, in conjunction with the Sri Lanka Cricket Board, Habitat for Humanity and UNICEF, aims to positively impact those afflicted in the country.

Through the efforts of IIFA, the UNICEF and the Sri Lanka Cricket Board, contributions in lieu of financial resources are being made to the Cricket for Change project wherein former child-soldiers are being rehabilitated. These child soldiers, who have borne the scars of war, are being educated, cricket-trained and will also get an opportunity to participate as volunteers. The charity cricket match between Indian celebrities and Sri Lankan cricketers is scheduled to take place on the 2nd day of the Videocon IIFA Weekend.

IIFA in partnership with Habitat for Humanity will adopt and rebuild a village in for refugees, with the proceeds of the cricket match being donated to this cause. Habitat for Humanity, is an organization initiated by US President Jimmy Carter.

IIFA advisory board member Ramesh Sippy said, “On behalf of the IIFA Advisory Board, we are very pleased to bring the IIFA experience to our hospitable neighbour Sri Lanka. As a member of the film industry, I look forward to another luminous decade, as IIFA journeys forth, sharing the Indian cinematic movement, one country at a time.”

Khan said, “I support IIFA’s initiative that aims to give back to the Sri Lankan people, due to the recent hardships they have faced. I am happy to be an Ambassador of Change and believe that it is crucial to make a difference and contribute to this worthy cause. IIFA has successfully built bridges between countries, over the last decade, and I hope this initiative will do the same for Sri Lanka.”

The IIFA Awards will be held from 3 to 5 June, 2010.