Indian Bollywood actress Sophie Choudry smiles during the 14th International Indian Film Academy (IIFA) in Macau on July 6, 2013. (AFP)

Leading the way is Hindi-language Bollywood, which took the "B" from its home in Bombay and won the hearts of movie-mad Indians.

The awards are held in a different country each year -- the next ceremony will take place in Tampa Bay in the US.