The man behind the IIFA Awards - Andre Timmins reveals it all in latest podcast

This weekend, while scrolling through YouTube, I stumbled upon a Dubai podcast and noticed that their most recent guest was Andre Timmins, co-founder of Wizcraft International Entertainment and the man behind the IIFA Awards! Although, I have grown up watching IIFA. over the years, I had hardly ever come across Andre's name or ever bothered to look beyond the glamour to figure out who the showrunners were for one of the hottest entertainment properties to emerge out of India! For the entertainment enthusiasts, this episode on Timeout with Ankit is a must watch as Andre takes us through his story and gives us an in depth look into the entertainment industry in India and the UAE!

Humble Origins in Mumbai

Andre began in 1988 with a small team organizing house parties from a garage in Mumbai. Those early gigs—birthday celebrations and local club events—laid the groundwork for Wizcraft. From modest DJ sets, they secured corporate clients and gradually expanded into large-scale productions.

Convincing Michael Jackson to Come to India

Among the highlights of the episode was the Michael Jackson story. Andre and his partner Viraf pooled $2,500 and flew to Los Angeles, sleeping on friends’ couches. After 12 hours negotiating with Jackson’s legal team, they nearly walked away over rigid contract terms. At 3:30 AM, they received a call: Michael agreed to their requests. It was especially remarkable that Jackson, fascinated by Indian culture, expressed a genuine desire to visit the Taj Mahal and meet Mother Teresa.

Launching the International Indian Film Academy Awards

Andre detailed how the International Indian Film Academy Awards (IIFA) were conceived in London in 2000 to take Bollywood global. Over 25 years, Wizcraft invested $250 million into IIFA’s brand development, operating at a loss for more than a decade. This long-term strategy secured IIFA’s position as one of the few entertainment brands to sustain and grow internationally alongside major leagues like the IPL and Formula 1.

Dubai’s Strategic Role

The podcast underscored Dubai’s emergence as a key partner. Its world-class venues and modern infrastructure provide ideal settings for IIFA and similar events. Hosting IIFA in Abu Dhabi multiple times has reinforced the UAE’s reputation as a global entertainment hub.

Navigating Complex Logistics

Andre did not shy away from operational challenges: handling at one point 11 court cases related to the Michael Jackson concert, coordinating 11,000 complimentary tickets for dignitaries, and temporarily closing airports. These anecdotes offered a rare glimpse into the intense planning and coordination essential to executing such big ticket events.

The Importance of Relationships

Central to Andre’s success was his extensive phonebook— an astonishing 26,000 contacts, by his estimate—and a guiding principle: contribute without expecting immediate returns. This relationship-driven approach underpinned Wizcraft’s growth and ability to deliver experiences that resonate across cultures.

This podcast provided valuable insights into the industry’s mechanics. From garage-level beginnings to global spectacles, Andre Timmins’s narrative illustrates the blend of vision, persistence, and partnership that drives large-scale event production in Dubai and India.