Is Shah Rukh IIFA's new ambassador?

Previously Amitabh Bachchan was the ambassador of the award function. However, he and the organisers, Wizcraft, reportedly parted ways early last year, albeit amicably.

SRK was being heralded as the new face of the awards after he confirmed to perform at the show in Toronto last month. However, it was only recently after a promo featuring him in the forthcoming telecast of the awards went on air that the organisers made the final decision, according to our sources.

A source informs that it was Sabbas Joseph, founder director of Wizcraft, who suggested his name. "While watching the promo, Sabbas remarked that Shah Rukh would make a wonderful ambassador," revealed our source.

However, when contacted, Sabbas denied saying, "The question of approaching anyone doesn't arise."

However, our source reiterates, "Praising the trailer, Joseph commented that after Mr Bachchan, bringing in Shah Rukh seems to be perfectly natural."

Last year, after the Bachchans opted out of the award ceremony in Colombo, the organisers had approached Salman Khan to perform the grand finale. Consequently, buzz arose that he was going to be the brand ambassador.

But this year, the Dabangg actor couldn't make it to Toronto, as he was busy with Bodyguard. That's when IIFA approached SRK, who agreed to perform at the function.

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Read more at: http://movies.ndtv.com/movie_story.aspx?section=Movies&Id=ENTEN20110179564&keyword=bollywood&subcatg=MOVIESINDIA&nid=117694&