Everyone knows that at award shows and movie premieres, the red carpet is where you will find all the glitz and glamour.
But the International Indian Film Academy (IIFA) Awards do things differently: they use a green carpet.
The modified colour scheme was first adopted at the 2007 IIFA Awards weekend in Yorkshire, England as part of an initiative to bring attention to the issue of climate change.
"IIFA’s green campaign is aimed at creating awareness and initiating action amongst the masses on environmental concerns," said IIFA awards spokesman Jesse Bernstein.
The 2007 event was carbon-neutral, according to its organizers, who also touted it as the world's first awards show to roll out a green carpet instead of the customary red.
The tradition will continue at this year's IIFA weekend, when tens of thousands are expected to converge on Toronto from June 23-25 for the awards' North American debut.
IIFA made the switch from red to green after teaming up with U.K.-based climate change charity Global Cool for the 2007 awards. In 2008, Wizcraft International Entertainment, the company that produces IIFA, launched its own initiative, the Green Globe Foundation, to promote the fight against global warming.
Climate change is a major issue in India, where policymakers must balance extremely rapid economic growth with environmental concerns. IIFA's organizers are using the awards as a powerful platform to send a message about global warming to the estimated 600 million people who will watch them on television.
This year, IIFA's organizers are working with the United Nations Environment Programme, and used high-profile Indian film stars such as Priyanka Chopra and Rahul Bose to boost World Environment Day on June 5.
In May, Friends of IIFA, a group of actors and actresses, used its star power in an official YouTube video that prominently featured Indian screen legend Amitabh Bachchan to promote the awards' green agenda.
"The IIFA is not only a platform for cinema that touches the world, but it is also a forum for issues that affect people, and right now, the biggest issue that affects us all is global warming," Bachchan said in the two-minute clip.