Amidst all the glitz and glam, the 19^th edition of International Indian Film Awards (IIFA) concluded in Thailand yesterday making it the biggest celebration of Indian Cinema yet again. From legendary Rekha to IIFA debutant Kartik Aaryan, the audience witnessed the best of both the generations in Bollywood. Lasting Associations For the fourth consecutive term, Viacom 18 teamed up with IIFA to be the global broadcast partner while also extending its reach to the digital viewers through its online platform Voot. As far as title sponsorship is concerned, NEXA by Maruti Suzuki associated with the awards for the third year running. Myntra continued its year long association with IIFA as the style partner. Similarly, Cause Partner Woosh Washing Expert and Brand Partner Ease My Trip made their way into IIFA for the second time. When content prevailed The key awards given at IIFA this year were more focused on quality and content rather than box-office collections. Tumhari Sulu, which had done fairly well at the box office, bagged the award for the best movie. Similarly, Sridevi posthumously won the best actor (female) for her role in Mom and Irrfan Khan won the best actor (Male) for his performance in Hindi Medium. Konkona Sen Sharma won the best debut director for A Death in the Gunj while Saket Chaudhary bagged the best Director for Hindi Medium. Taking Fashion a step ahead Bollywood and Fashion go hand in hand. Myntra, the style partner of IIFA launched its exclusive IIFA Green Carpet Line, a spectacular collection of dresses, encapsulating global green carpet looks for shoppers in India. Speaking at the event, Gunjan Soni, Head, Jabong and CMO, Myntra said, “Our association with IIFA brings alive the confluence of Bollywood and fashion. Taking it one step further-we are pleased to launch our IIFA line which takes global red carpet fashion to the doorsteps of millions of shoppers across the country, giving them a first-hand opportunity to experience the latest in fashion, sooner than ever. I would like to congratulate Kriti Sanon for winning the Myntra ‘Style Icon of the year’ award, on behalf of the entire team at Myntra.”