Salman Khan to be brand ambassador of IIFA charity initiative

Bollywood star Salman Khan will be the brand ambassador of the IIFA Charity Initiative, which includes housing, literacy and rehabilitation measures for the people in the Northern and Eastern regions of Sri Lanka.

The initiative is part of IIFA Weekend being held in Colombo from June 3 to 5.

Addressing a press conference here, Salman, who runs the Being Human charity foundation, said he supported IIFA's initiative to build bridges with the Lankan people who have suffered hardships due to the decades-old war that ended last year with the military defeat of the LTTE.

"I am happy to be the Ambassador for change and believe that it is crucial to make a difference and contribute to this worthy cause," the 44-year-old actor said.

A charity cricket match is being organised between Indian celebrities and Sri Lankan cricketers on June 4 as part of the 'cricket for change project' under which former child soldiers will be rehabilitated.

The kids, who bore the scars of the ethnic conflict, will be educated and trained in cricket and get to participate as volunteers at the IIFA Weekend.

As a symbol of solidarity with the people of the island nation, IIFA, in partnership with Habitat for Humanity, will adopt and rebuild a village housing refugees with the proceeds of the cricket match being donated for this cause.