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 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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