SYS-CON MEDIA Authors: Yeshim Deniz, Pat Romanski, Gary Arora, Zakia Bouachraoui, Liz McMillan

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Prestigious New International Asian Awards Launched

LONDON, June 18, 2010 /PRNewswire/ -- Leading figures in film, sport and politics are giving their full support to the launch this week of The Asian Awards, in partnership with Lebara, a prestigious new global celebration of achievement and excellence.

The Asian Awards, in partnership with Lebara, recognise outstanding achievements from within the Asian community. Open to individuals born in or with direct family origin from India, Sri Lanka, Pakistan or Bangladesh, The Asian Awards highlight exceptional achievement across all disciplines of life from business to the arts, sport, culture and public service, rewarding success from across the world.

The high profile Awards ceremony will be held at the Grosvenor House Hotel, Park Lane London on 26 October 2010 and is expected to attract an exceptional list of guests to gather, support and celebrate worldwide Asian excellence. The Asian Awards, a collaboration between United Business Media and Indian businessman Paul Sagoo, supports Save the Children as its official charity.

"Guests at the prestigious gala ceremony - including international business and community leaders, cinema, music and sport stars - will all be part of an evening that will honour the most outstanding individuals across eleven categories including business, philanthropy, cinema, music and sport," said Caroline Jackson Levy, managing director of UBM Awards. "A wonderful dinner and world-class live entertainment will precede one of the most important new awards ceremonies to launch in the UK this year." Tickets can be purchased by visiting http://www.theasianawards.com

Winners are selected by a panel of independent judges chaired by Baroness Verma of Leicester, a Government Spokesperson in the House of Lords. Born in Amritsar in Punjab, India, Lady Verma moved as a child with her parents to England in 1960. "I am delighted in giving The Asian Awards my wholehearted support. This remarkable event will recognise the incredible talent of incredible people through a judging process that is open and transparent and carried out by well known people that are hugely respected in the own fields. I feel honoured to be associated with The Asian Awards," said Lady Verma at the launch.

Former England test Cricketer Monty Panesar commented, "As a successful sportsman, it's essential to 'give it everything you've got' and the Asian Awards are a great way to celebrate people who have done just that."

Gurinder Chadha OBE, one of the UK's most successful film directors (Bend it Like Beckham, It's a Wonderful Afterlife), said, "Our Communities have taken enormous strides in all fields. It is vital we celebrate our success together and make sure we pat ourselves on the back. A victory for one is really for all."

Yoganathan Ratheesan, CEO of the headline sponsor Lebara, said "We're delighted to be the headline sponsor of The Asian Awards. These awards recognise what can be achieved with hard work, commitment and determination. At Lebara we share these values and our sponsorship of the Lebara People's Choice Award will also allow our customers to decide who should win."

NOTES TO EDITORS

The Asian Awards 2010

1. http://www.theasianawards.com

2. The Asian Awards recognise and reward exemplary achievements across 11 categories that include business, philanthropy, entertainment, culture and sport, and are open individuals born in (or with direct family origins in) India, Pakistan, Sri Lanka or Bangladesh.

3. The process will identify individuals who parallel the achievements of great and iconic figures of the past; world-changers whose creativity touches enrich and inspire us in our daily lives.

4. A short list of nominees will be selected by an independent judging panel consisting of highly respected figures chaired by Baroness Verma of Leicester. The winners will be ratified by a second group of expert judges, again chaired by Lady Verma. Winners will be announced and honoured with a coveted trophy at Grosvenor House Hotel on October 26, 2010.

5. The 11 categories are:

    
    - Business Leader of the Year

    - Entrepreneur of the Year

    - Lifetime Achievement Award

    - Outstanding Achievement in Arts

    - Outstanding Achievement in Cinema

    - Outstanding Achievement in Music

    - Outstanding Achievement in Sport

    - Outstanding Achievement in Television

    - People's Choice Award

    - Philanthropist of the Year

    - Public Service Award

6. Examples of notional past winners (had The Asian Awards existed): Mahatma Ghandi (Lifetime Achievement Award), Dhirubhai Ambani (Entrepreneur of the Year), Ravi Shankhar(Outstanding Achievement in Arts), Amitabh Bachchan (Outstanding Achievement in Cinema), Ghanshyam Das Birla (Business Leader of the Year), Sachin Ramesh Tendulkar (Outstanding Achievement in Sport), Lata Mangeshkar (Outstanding Achievement in Music), Jawaharlal Nehru (Public Service Award).

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