For the third year in a row the Victorian Government has extended Vidya Balan’s association as the brand ambassador of the Indian Film Festival of Melbourne. The actress’ name was announced during the recent visit of a trade mission of the Victorian government to India. Said Louise Asher, minister for Innovation, Services and Small Business, Victorian Government, “The Victorian Coalition Government has decided to extend its support for the Indian Film Festival of Melbourne by one year reinforcing the strong bond that exists between the Victorian and Indian screen industries." Coming to Vidya’s name, Louise declared, "I am delighted to announce that Indian film star Vidya Balan will return as the Festival's Ambassador." On her part, the Kahaani actress sounded delighted to be back as the brand ambassador for the festival. She commented, “The festival is close to my heart as it provides a perfect platform for young and upcoming film makers and showcases the best of films not only from India but also our neighbouring countries." Expressing her happiness on Vidya's re-appointment, festival director, Mitu Bhowmick Lange said, "We are delighted to welcome the transcendent Vidya Balan back as our Festival Ambassador for IFFM 2014. With IFFM becoming a competitive festival from next year, we look forward to widening the scope and reach of the festival, and showcasing a vibrant program for 2014." Next year's festival will also introduce three new categories of awards namely best direction, best performance and best film.