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04 December 2023

Etihad, Katrina put the moves on Bollywood

From left: Neerja Bhatia, Etihad Senior Vice President Government Affairs and Aeropolitical, Bollywood actress Katrina Kaif and Andrew Ward, Etihad Airways’ Vice President Marketing launch an online dance competition, ‘Next Stop Bollywood’. (SUPPLIED)

By Bindu Suresh Rai

It seems the UAE’s fixation with all things Bollywood is now being strengthened into a dance extravaganza organised by Etihad Airways and their celebrity brand ambassador, Katrina Kaif.

‘Next Stop Bollywood’ is an online dance competition, which 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 shortlisted and Kaif will select and announce the three finalists and the ultimate winner on May 20, 2011. The first prize is a lunch with the Bollyood diva herself, along with a $5,000 cash prize, two Pearl Business Class tickets, and accommodation in a five-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.Said Kaif: “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 programmes.“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.” 

Viral video

The 28-year-old actress was roped in last year, targeting Indian communities in key markets such as the UAE, the United States and the United Kingdom.

Emirates 24|7 broke the news when a viral video featuring Kaif gyrating to a Bollywood number surfaced on YouTube, with a link to the website Whereiskatrinakaif.com, which was running a competition for fans to guess the actress’ location and win an exclusive chance to meet her.

The website has been updated since, which now also features a 3.57-minute making of video of the Etihad ‘Nach Le’ commercial starring Kaif and sees Bollywood’s ace film director and choreographer Farah Khan masterminding the dance moves.

Also featured on the website, especially for Kaif fans, is an exclusive photoshoot of the actress in the airline’s different travel classes.

Users have also been encouraged to create an online community through the website, by tracking the actress’ every move and uploading images of her for the world to see.

Also see:

Bollywood's Akshay, Anushka fly into Dubai

‘Dhobi Ghat made double its money back’: Aamir Khan