The International Indian Film Academy (IIFA) awards in Bangkok kept its brand ambassador, Bollywood icon Amitabh Bachchan, so preoccupied that he failed to keep his date with his blog.

Otherwise a regular blogger, Amitabh was only able to add one entry when he reached Bangkok Friday morning. Since then, he has not found the time to write to his fans.

"I arrived here at 7:00 in the morning on the 6th, went straight to press meets and forum meetings for IIFA, inaugurating the business forum of IIFA amongst the corporate world of both India and Thailand, " he wrote in his blog entry dated June 6.

The actor quickly summed up his string of activities at the beginning of the first day of the event. "I am overwhelmed by the reactions of the people and the media and am now rushing off for more activities, " he stated.

His entry titled "Apologies! Apologies!" had Amitabh explaining his plight to his fans. "I need time to put everything down in detail for you. Bear with me please, " the actor added.

"Amitabh Bachchan, in great appreciation of your kind indulgence and your patience!" he signed off.

The IIFA event ended Sunday.