Punjabi films have been finding increasing popularity outside India thanks to rapidly increasing Punjabi population and good quality of Punjabi films made in recent years. Ontario, Canada has the biggest Punjabi population (Approx. 400000) outside India. Punjabi films get excellent response in Canada and is considered key market for Punjabi films. Punjabi films were aggressively marketed in Canada and other parts of the world like the US, UK and Australia. Despite the long history of Punjabi films, the dominance of Punjabi people in Bollywood and the increasing popularity of recent Punjabi films there was no major award function dedicated to rewarding excellence in Punjabi films. After consultation with a large number of Punjabi film personalities and their enthusiastic response Parvasi media group had decided to started Punjabi International Film Academy Awards (PIFAA)