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.

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