Acclaimed Kannada filmmaker Hemanth M Rao, known for his critically acclaimed two-part film Sapta Sagaradaache Ello (Side A and Side B), has voiced his frustration with the 2024 IIFA Awards, accusing the event of disrespectful treatment. Taking to Instagram on Sunday, Rao expressed his disappointment with how the event was managed, especially regarding South Indian film categories.
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The 2024 IIFA Awards, held in Abu Dhabi over the weekend, celebrated excellence in Bollywood and the four southern film industries—Tamil, Telugu, Kannada, and Malayalam—under the IIFA Utsavam banner. However, many online users, including Rao, pointed out inconsistencies in the award categories for southern films, sparking criticism.
Hemanth Rao’s Discontent with IIFA 2024
In a lengthy Instagram post, Hemanth Rao called the IIFA experience “a massive inconvenience and extremely disrespectful.” He elaborated on the lack of transparency in the awards process, sharing that he was made to wait until 3 a.m. only to leave without any recognition. “I’ve been in this business for over a decade, and this wasn’t my first stint at award shows. For context, I sat till 3 AM only to realize there was no award. The same happened to my music director, Charan Raj,” Rao wrote.
Rao clarified that his frustration was not about losing the award but about the unclear process. He emphasised that he had no issue with not winning, saying, “It’s your award. You can give it to whoever you want. I haven’t won many awards and haven’t lost sleep over it. But if all the other nominees were invited and one winner emerged, I wouldn’t be irritated. This year, the nominees weren’t even mentioned.”
Criticism of IIFA Organizers
Rao did not hold back in addressing IIFA organizers, reminding them that the event thrives on the talent they feature. “Your award shows run on the talent you put on your stage. NOT THE OTHER WAY AROUND. I don’t need your award to enjoy the best job in the world,” he wrote, adding a sharp remark, “Next time you need me on your stage… Take your award and keep it where the sun doesn’t shine.”
In the caption accompanying his post, Rao clarified that he bore no ill will towards fellow Kannada director Arun Sudhir, who won an award in the same category, stating, “This is about wasting my time and energy.”
The post quickly garnered support from fans, many of whom criticised the IIFA Awards in the comments, with some accusing the event of being rigged. Fans expressed their support for Rao’s stance, calling for more transparency in commercial award shows.