Dubai firm sponsors new prize at Zee Cine Awards

Dubai, April 23 (IANS) Dubai Lifestyle City (DLC) Wednesday announced that it would introduce and sponsor a new 'Lifestyle Award' at the Zee Cine Awards to be held in London Saturday.

The 2.4-billion dirham ($653.5 million) ultra-luxury lifestyle development project in Dubai is introducing the award “to honour an Indian cinema personality in recognition of his/her achievements in being a role model, making a distinct difference to his/her lifestyle that resonates with personal identity”, the company said in a statement here.

“The introduction of the Lifestyle Award and sponsorship fits our aspirations of bringing the exclusive offering of the Dubai Lifestyle City community to the 'haute' segment of London,” said Dubai Lifestyle City managing director Arif B. Rehman.

The new award has been instituted to honour an Indian cine star who has demonstrated vision and leadership in the industry, sustained through the highs and lows of the box office and has also become a role model for budding stars, the statement said.

The awards jury will also assess the nominee's career graph and see how the person's contribution has been outstanding or unique, involving breaking of old barriers and setting new standards.

It will also be a formal recognition of the person's creativity and achievements in being a role model, making a distinct difference globally, it added.

DLC is a part of Dubailand, a leading tourism, leisure and entertainment project in Dubai.

It offers an exclusive lifestyle option to residents and visitors through Tuscan-themed villas, apartments, five star and four star hotels, spas, sports academies, and fashion, art, theatre and shopping facilities.

“Our association with Zee Cine Awards is in line with Dubai Lifestyle City's progressive plans to attract lifestyle devotees from across the globe,” Rehman said.

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