Esurance Launches Bollywood-Style Music Video Spot
San Francisco, CA — September 17, 2009
Esurance, the online auto insurance company, today announced the launch of its Bollywood-inspired music video spot. The 90-second
spot airs now through October exclusively on IFC during the network's "Wake Up To Bollywood" film block, a special presentation
of Bollywood films airing every Sunday morning at 10 a.m. ET/PT.
"In creating this music video with our longtime animation partner, Special Agent Productions, Esurance is proud to support
the rising popularity of Bollywood films," stated Esurance's Brand and Public Relations Manager Melissa Chapman. "This new
long-form music video speaks to the innovation of Special Agent Productions, which is sure to appeal to Bollywood film buffs."
Throughout July, visitors to
www.esurance.com/bollywood had the chance to enter the Esurance Bollywood Casting Call Contest. Participants submitted
videos of re-enactments of their favorite Bollywood movie scenes for a chance to be animated into an Esurance music video.
The Bollywood-style music video features Esurance's animated icon, Erin Esurance, and her new co-star, Nikita Patel, the
winner of Esurance's Bollywood Casting Call.
"We are excited to introduce Bollywood Erin to her fans and newcomers alike," said Amy Capen, producer of Special Agent Productions.
"The strong Erin Esurance brand has once again allowed us to create a spot that is entertaining and visually dramatic. An
homage to the great tradition of Indian filmmaking, the spot features Bollywood-style dancing, vibrant costumes, and exotic
settings," added Special Agent Productions Director Phil Robinson.
For more information on "Wake Up To Bollywood" and the new Esurance Bollywood music video, visit
Esurance, a subsidiary of White Mountains Insurance Group, Ltd. (NYSE: WTM), provides personal auto insurance direct to consumers
online and through select online agents. Esurance is dedicated to constantly improving the way people shop for, buy, and
manage their auto insurance. By combining the best of technology with industry know-how, Esurance is able to offer hassle-free
coverage with 24/7 customer service and claims handling at competitive prices.
Esurance has differentiated itself with its animated advertising campaign featuring the iconic cartoon secret agent, Erin
Esurance. The advertisements have garnered attention for their unique use of Flash animation, and, beginning in 2008, live-action
elements featuring real customers. To see more about Esurance and Bollywood please visit