LONDON, October 18, 2010 /PRNewswire/ -- The Asian Awards 2010, in partnership with Lebara, is the first of its kind event celebrating achievement and excellence among South Asians from around the world. To be held on October 26th at the Grosvenor House Hotel, Park Lane London, The Asian Awards 2010 has already confirmed a calibre of guest unlike any other Asian event before it:

    - Lord Sebastian Coe - Olympic gold medalist and Chairman of the London
      Organising Committee for the Olympic Games

    - Yash Chopra - veteran Bollywood director

    - Sachin Tendulkar - India's legendary cricketer

    - Vijay Mallya - Owner of United Breweries, Kingfisher Airlines and Force
      India F1 team

    - AR Rahman - Double Oscar winner

    - Gurinder Chadha - Director of Bend It Like Beckham

    - Sir Richard Stagg - High Commissioner to the UK

    - Sonu Niigaam - Renowned Bollywood playback singer

Also lending his support in the judging panel is Lord Alan Sugar. With leading figures in business, film, sport and politics giving their full support to the inaugural Asian Awards 2010, make this prestigious celebration of international South Asian excellence one of the most important awards ceremonies to launch this year.

Caroline Jackson Levy, managing director of UBM Awards, said: "We have been overwhelmed by the incredible response to the Asian Awards- it is quite simply an honour to have the support of some of the world's greatest achievers."

Legendary playback singer and songwriter Sonu Niigaam has also confirmed that he will couple his personal appearance at the awards with a rare live performance.

The Asian Awards 2010 is a collaboration between United Business Media and businessman Paul Sagoo. The awards also support Save the Children as its official charity.

    NOTES TO EDITORS

    1. http://www.theasianwards.com

    2. The Asian Awards recognise and reward exemplary achievements across 11
       categories and is 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 at Grosvenor House Hotel on October 26, 2010.

    5. The Lebara Group is the headline sponsor of the Asian Awards and is
       also the sponsor of the Lebara People's Choice Award, which has
       members of the UK general public voting for its winner.

    6. The Lebara Group offers tailored innovative telecommunications
       solutions so that families, friends and colleagues can keep in touch,
       both at home and abroad

    7. To show its support of such a high calibre, prestigious event, Lloyds
       Banking Group has chosen to become a key backer and officially sponsor
       the Business Leader of the Year and the Philanthropist of the Year
       awards.

    8. The 11 categories are:

       - Business Leader of the Year       - Outstanding Achievement in Sport

       - Entrepreneur of the Year          - Outstanding Achievement in
                                             Television
       - Lifetime Achievement Award
                                           - People's Choice Award
       - Outstanding Achievement in
         Art & Design                      - Philanthropist of the Year

       - Outstanding Achievement in Cinema - Public Service Award

       - Outstanding Achievement in Music

SOURCE United Business Media & Asian Awards Ltd.