Amitabh Bachchan explains his reasons for skipping an awards event he has been associated with as brand ambassador

Amitabh Bachchan won't attend the International Indian Film Academy (IIFA) Awards in Toronto, Canada this year despite him being associated with the awards as a brand ambassador.

Sources reveal that the Big B is upset with organisers Wizcraft for not inviting his family to the function for two years in a row.

When his parivaar didn't attend the awards in Sri Lanka last year, speculation was rife that it was due to the South Indian Film Chamber of Commerce coming out with a statement that Southern stars and filmmakers would boycott all Bollywood stars who attended the IIFA in Sri Lanka. However, the Big B makes it clear that it has nothing to do with the moral stand.

Speaking his mind on his Twitter page, he shares, "We are not coming to IIFA... IIFA said our services are not required!! Its not me, its the organizers of IIFA that do not want me in Toronto. SriLanka was the same."

It is believed that Wizcraft wants to terminate Bachchan's role as the ambassador and find another actor, which is why they haven't asked him to represent the brand this year.

His profile even has comments from fans getting upset at the event organisers. One post reads, "WAT? u not at IIFA?? wats iifa without u??? where can i contact those IDIOTS (iifa organisers) please!."

When contacted, IIFA director Sabbas Joseph maintains, "Due to unexplainable reasons, after announcing the event as Brand Ambassador, Mr Bachchan couldn't participate in the event in Sri Lanka last year.

Following this, IIFA aborted the concept of a Brand Ambassador. Keeping in mind the deep relationship that we've always shared, we are not having anyone replace Mr Bachchan.

The Bachchan family has been an intrinsic part of the awards every year, and in this regard we have already shared with them a proposal about their participation this year too.

Mr Bachchan's reason for non-participation is best known to him. IIFA and Mr Bachchan are inseparable. We will continue to pursue his participation for this year too. "

Ek Aur Wajah...
There's a strong buzz that Shah Rukh Khan (a Bachchan foe), who has stayed away from the IIFA for quite some time now, is to host the awards. It is believed that it is one of the reasons why the Bachchans aren't attending.