Online insurance aggregator Esurance  is targeting a new demographic with a new marketing ploy: Bollywood fans invited to create Bollywood videos with the insurer’s iconic character Erin Esurance.  Bollywood, a Hindi-language film industry based in Mumbai, India, has become popular to date due to its inclusion in the Oscar-winning film “Slum Dog Millionaire.”

Using the tag line: “Get Singing. Get Dancing. Get Animated,” the animated icon Erin Esurance Esurance appears on the Web site http://www.esurance.com/Bollywood beckoning visitors to enter the Esurance Bollywood Casting Call Contest. Participants will submit videos of re-enactments of their favorite Bollywood movie scenes. Bollywood fans can submit their videos for the Esurance Bollywood Casting Call until noon Pacific Time on July 31, 2009.

The winning entrant will star in an Esurance Bollywood music video that will premiere in September during "Wake Up To Bollywood," a special presentation of Bollywood films airing each Sunday morning at 10 AM ET/PT, exclusively on the Independent Film Channel (IFC).

Esurance, a subsidiary of White Mountains Insurance Group, Ltd., provides personal auto insurance direct to consumers online and through select online agents.

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