Prestigious New International Asian Awards Launched

LONDON, June 18, 2010 - Leading figures in film, sport and politics are giving their full support
to the launch this week of The Asian Awards, in partnership with Lebara, a
prestigious new global celebration of achievement and excellence.

The Asian Awards, in partnership with Lebara, recognise outstanding
achievements from within the Asian community. Open to individuals born in or
with direct family origin from India, Sri Lanka, Pakistan or Bangladesh, The
Asian Awards highlight exceptional achievement across all disciplines of life
from business to the arts, sport, culture and public service, rewarding
success from across the world.

The high profile Awards ceremony will be held at the Grosvenor House
Hotel, Park Lane London on 26 October 2010 and is expected to attract an
exceptional list of guests to gather, support and celebrate worldwide Asian
excellence. The Asian Awards, a collaboration between United Business Media
and Indian businessman Paul Sagoo, supports Save the Children as its official
charity.

"Guests at the prestigious gala ceremony - including international
business and community leaders, cinema, music and sport stars - will all be
part of an evening that will honour the most outstanding individuals across
eleven categories including business, philanthropy, cinema, music and sport,"
said Caroline Jackson Levy, managing director of UBM Awards. "A wonderful
dinner and world-class live entertainment will precede one of the most
important new awards ceremonies to launch in the UK this year." Tickets can
be purchased by visiting www.theasianawards.com

Winners are selected by a panel of independent judges chaired by Baroness
Verma of Leicester, a Government Spokesperson in the House of Lords. Born in
Amritsar in Punjab, India, Lady Verma moved as a child with her parents to
England in 1960. "I am delighted in giving The Asian Awards my wholehearted
support. This remarkable event will recognise the incredible talent of
incredible people through a judging process that is open and transparent and
carried out by well known people that are hugely respected in the own fields.
I feel honoured to be associated with The Asian Awards," said Lady Verma at
the launch.

Former England test Cricketer Monty Panesar commented, "As a successful
sportsman, it's essential to 'give it everything you've got' and the Asian
Awards are a great way to celebrate people who have done just that."

Gurinder Chadha OBE, one of the UK's most successful film directors (Bend
it Like Beckham, It's a Wonderful Afterlife), said, "Our Communities have
taken enormous strides in all fields. It is vital we celebrate our success
together and make sure we pat ourselves on the back. A victory for one is
really for all."

Yoganathan Ratheesan, CEO of the headline sponsor Lebara, said "We're
delighted to be the headline sponsor of The Asian Awards. These awards
recognise what can be achieved with hard work, commitment and determination.
At Lebara we share these values and our sponsorship of the Lebara People's
Choice Award will also allow our customers to decide who should win."

NOTES TO EDITORS

The Asian Awards 2010

1. www.theasianawards.com

2. The Asian Awards recognise and reward exemplary achievements across 11
categories that include business, philanthropy, entertainment, culture and
sport, and are 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 with a
coveted trophy at Grosvenor House Hotel on October 26, 2010.

5. The 11 categories are:

    - Business Leader of the Year

    - Entrepreneur of the Year

    - Lifetime Achievement Award

    - Outstanding Achievement in Arts

    - Outstanding Achievement in Cinema

    - Outstanding Achievement in Music

    - Outstanding Achievement in Sport

    - Outstanding Achievement in Television

    - People's Choice Award

    - Philanthropist of the Year

    - Public Service Award

6. Examples of notional past winners (had The Asian Awards existed):
Mahatma Ghandi (Lifetime Achievement Award), Dhirubhai Ambani (Entrepreneur
of the Year), Ravi Shankhar(Outstanding Achievement in Arts), Amitabh
Bachchan (Outstanding Achievement in Cinema), Ghanshyam Das Birla (Business
Leader of the Year), Sachin Ramesh Tendulkar (Outstanding Achievement in
Sport), Lata Mangeshkar (Outstanding Achievement in Music), Jawaharlal Nehru
(Public Service Award).

For further information: Contact details in regards to PR enquires should be made to Robert Janes
(Stonebyte Consultants, London) Telephone: +44(0)7974-173-403, Email:
robert at stonebyte.co.uk; Contact details in regards to the event or no media related enquires
should be made to Mark Judson - United Business Media, Telephone: +44-20-7921-8326 email: mark.judson at ubm.com