State Farm multicultural effort awards two singers


Vasantha Shashi of Old Bridge, NJ and Vivek Agrawal of San Francisco will realize their Bollywood dreams by singing in an upcoming film. The competition was hosted by Saavn, the world’s largest marketer and distributor of Bollywood entertainment and created in partnership with interTrend, the State Farm Asian-American AOR on the campaign. The winning videos can be found on the homepage of the contest website at

Response to the contest was overwhelming. Nearly 7,000 people registered to vote for their favorites from more than 300 contestants. Over the course of the competition the videos were viewed more than 400,000 times. This multi-platform campaign was the first of its kind, spanning U.S.-based South Asian media channels, including live events, digital media, television, and in-theater advertising. State Farm is committed to the South Asian community and will continue to be on the forefront by being involved in activities such as this one.

“As one of the leaders in Asian American advertising, interTrend embraces the evolution of cross-platform media and the role it plays amongst consumers,” said Michael Vitug, media director of interTrend Communications. “This was truly a multi-touchpoint contest connecting South Asian consumers through interactive, onsite events, social media, print, and TV.”