Esurance has yet again leveraged its Erin Esurance character in a multimedia ad marketing campaign that makes heavy use of Web 2.0 concepts like shared video and customer interaction.The San Francisco-based carrier announced today that it has launched a Bollywood-inspired music video spot featuring the Erin Esurance character. The 90-second spot will air through October exclusively on IFC during the network's "Wake Up To Bollywood" film block, a special presentation of Bollywood films airing on Sunday mornings, according to a press release.
The video features Erin alongside Nikita Patel, the winner of the carrier's Bollywood Casting Call, an online contest. In July, Esurance asked visitors to its Web site to submit videos of re-enactments of their favorite Bollywood movie scenes. Patel's video was the winning submission.