Salman Khan, the ambassador of change

Salman Khan will be the brand ambassador of the International Indian Film Academy (IIFA) Charity Initiative, which includes housing, literacy and rehabilitation measures for the people in the Northern and Eastern regions of Sri Lanka.

Accordingly, this year's IIFA awards will be held in Colombo from June 3 to 5. Apart from the awards, there will also be an IIFA Weekend comprising of a variety of charity functions and events, of which proceeds will go to various NGO organisations.

On June 4 there will be a charity cricket match called 'Cricket for Change' between Sri Lankan cricketers and Bollywood celebrities. The proceeds will go into building 100 houses for the refugees in Jaffna. Part of the amount will also go to the adoption of child soldiers.

On the honour bestowed on him Salman said, 'I am happy to be the ambassador of change and believe that it is crucial to make a difference and contribute with this worthy cause'.

Lara Dutta, Riteish Deshmukh and Boman Irani will once again host the IIFA awards. This is the fourth time for Lara and Boman, and the third for Riteish.