"From this year onwards IIFA has taken upon itself, in addition to climate change, as a cause it wishes to pursue - the 'Power of 49'," veteran actress Shabana Azmi said at a recent IIFA press meet.
"Forty nine percent is the figure of the women we have in our country today and as a nation we can call ourselves civilized if this 49 percent gets empowered," Shabana added.
Filmmaker R Balki believes films can promote the cause in a lot of ways - for instance superstar Shah Rukh Khan's initiative to name Deepika Padukone first in the credit roll of their upcoming film Chennai Express.
"It's always 'starring somebody' and then the heroine. I think Shah Rukh was good enough to be the first person to say I'll do it differently and Chennai Express will be the first film where Deepika's name will come first and then Shah Rukh's. So it's a signal and not an end by itself, that focus on the 49 percent," Balki said.
Also spotted at the press meet were Neha Dhupia, Sophie Choudry, Ayushmann Khurrana, Sushant Singh Rajput, Lisa Haydon, Boman Irani, and Vir Das.
Text: IANS; Images: Sify.com