Actress Vidya Balan have been roped in because the brand ambassador of Victoria's Indian Film Festival to be held in Melbourne this year.
"I am delighted to be named because the brand ambassador for the Indian Film Festival in Melbourne. I REALLY LIKE the format of the festival and the wide variety of flicks screened," Vidya said in a statement.
"It not just showcases the most efficient of Indian cinema but additionally provides a platform for young, upcoming film makers through its short film competition," she said.
"When I USED TO BE in Melbourne, I USED TO BE obsessed with town and its love for films and its multi-cultural spirit. I'M sure the festival will contribute greatly so as to add to that spirit," Vidya said.
Premier Ted Baillieu said strengthening ties with Indian cinema is an opportunity for Victoria to showcase what they must offer within the arts.
"India's burgeoning film industry offers opportunities for Victorian co-production projects that build on our state's strengths within the creative arts," Baillieu said.
"Our government seeks to advertise Victoria as a spot that has the talents and infrastructure to work in film production, and where film producers can discover a number of individuals who can speak a variety of languages and possess a cultural understanding."
"The festival will celebrate Indian cinema and create bonds of greater understanding and experience between the communities of Victoria and India," he added.
The 10-day festival will happen in mid-2012 and showcase the depth and variety of the Indian film industry.
Louise Asher, minister for innovation, services and small business, said India is among the largest film industries on the earth and it is smart to develop ties between our film industries.
"The festival complements a variety of initiatives to develop ties between the Victorian and Indian film industries, including a Victoria/India Co-production Initiative that allows you to see ten Victorians travel to FICCI Frames in Mumbai in March," Asher said.
"The initiative can even support as much as three Victorian companies to develop a feature film, television or digital media project as a three way partnership with a production entity based in India," she added.
