April 9- Emirates Airline has produced a reality TV show for North America’s Indian communities, tapping into the singing and dancing craze of Bollywood. Viewers will pick winners of both song and dance sections every week. Winners receive a cash prize of US$2,010 (Dh7,376), and perhaps a ticket to stardom. The Bollywood reality show features soloists and dance troupes performing all the head bobbing and shoulder shrugging moves that have made India’s music and film industry such a powerful export.
“We loved the idea of being able to target such an important segment for our market” said the regional advertizing manager for Emirates. Austyn Allison, managing editor of Dubai based media and marketing magazine called the reality show a clever marketing strategy. “If one of the winners gets a song in the charts, then Emirates will get mentioned all over the place.”
