Etihad Airways, the national airline of the United Arab Emirates, has announced the launch of 'Next Stop Bollywood', an online dance competition with Katrina Kaif, the airline's brand ambassador.
Since Bollywood dance is synonymous with India and resonates with millions of Indian fans at home and globally, it provides a perfect vehicle to communicate and connect with this large audience.
Katrina Kaif said, "I am very excited to partner with Etihad and share my experience with Bollywood fans and aspiring dancers in this project, which hopes to attract and promote new talent."
Andrew Ward, Etihad Airways' Vice President Marketing, said, "We like to do things differently. To break through the clutter we like communicating and growing our brand footprint with innovative marketing and communication programs.
Katrina has brought her inimitable style, sophistication and glamour to our brand. As our brand ambassador, she has been an eloquent spokesperson for us and is able to connect effortlessly with her vast fan base to carry the Etihad message around the world."
The online competition will be run through a custom-built Facebook application where contestants can upload and share their dance videos for public voting.
The 10 videos with the maximum number of votes will be short listed and Katrina Kaif will select and announce the three finalists and the ultimate winner on May 20, 2011.
The first prize is a lunch with Katrina and USD 5,000 cash prize, two Pearl Business Class tickets, and accommodation in a 5-star hotel for five nights. The second runner up will receive two Pearl Business class tickets, and the third runner-up, two Coral Economy class tickets to anywhere on the Etihad network across 66 destinations.