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Amitabh Bachchan has been the Brand Ambassador for the IIFA (India International Film Awards) for the past 10 years. It is sad to learn that his alliance with the IIFA has now come to an end. This is because the Bachchan’s services are no longer required.

The legendary actor who is fairly active on his twitter account posted on his Twitter page Not coming to Toronto IIFA .. IIFA says my services are not required.

One of his fans responded to this by tweeting back, WAT? u not at IIFA?? wats iifa without u???where can i contact those IDIOTS(iifa organisers) please.

Fans and well-wishers of Big B, are most excited about the choice of destination the IIFA picks, if they are lucky then the IIFA award ceremony could be held in their own home town. This will definitely be a disappointment for his fans.

Big B re-tweeted the above comment for his followers to read, and then posted, Its not me ... its the organizers of IIFA that do not want me in Toronto.. SriLanka was the same.

Last year 2010 the entire Bachchan family did not attend the awards that were held in Colombo, Sri Lanka following protests by the South Indian Film Chamber of Commerce related to the apparent ill-treatment of Tamils in the country.

The reigns were then handed down to Salman Khan who was then the face of IIFA.

By Supriya Davda