The international launch of Sahara Indian Film Festival 2004 at the Leicester Square in London began with the screening of Bollywood's biggest blockbuster - Sholay. Film legend Dharmendra, former Miss India Celina Jaitley and stars of the soon-to-be released crossover movie The Rising were amongst the guests at UCI Empire, Leicester Square. Among other celebrities present at the launch were the first Asian Lord, Lord Paul.
The world launch of Sahara Indian Film Festival 2004 will now travel from London to San Francisco and New York.
The Sahara group sees the Indian Film Festival as a part of a wider celebration of Indian culture called Bharat Parva. "It is a celebration of `Indian-ness, which Sahara India Pariwar considers not only its religion, honour and belief but also its beautiful and content co-existence," commented a Sahara executive.
Sahara India Pariwar will be bringing the Bharat Parva festival to the United Kingdom through this annual film festival.
The film festival is part of Sahara India Pariwar's launch into the US and the UK markets.