Emirates airline brings a branded Bollywood talent show to U.S.

Posted on Thu Mar 25 2010

You don't see a ton of marketing efforts in the U.S. aimed at our Indian American population, so this branded-entertainment effort by the Dubai-based airline Emirates is definitely notable. The airline has produced a "Bollywood variety show" on Star India Plus and SET Asia, two cable outlets that run Indian-focused programming in the U.S. (It also runs on Hulu.) The show, which is called Destination: Bollywood and has separate singing and dancing versions, looks like an American Idol for South Asians, though there's no equivalent of Simon Cowell on board. There's a reason you don't see that many marketing efforts directed at Indian Americans: That population was only about 1.7 million in the U.S. in the 2000 Census, though that number has no doubt grown since then, which means we'll probably seeing more stuff like this in coming years. Hooray for Bollywood!

—Posted by Todd Wasserman



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