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  1. #1
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    Dec 2009

    Default Is Katrina Kaif the face of Etihad

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    The Bollywood actress is featured in a viral video directed by Farah Khan, with the airline’s crew as back-up dancers Katrina Kaif grooving to yet another Bollywood number is hardly newsworthy.

    But it certainly grabs your attention when a viral video featuring the actress also sees Etihad Airways’ cabin crew shaking a hip with her. And it could also mean the actress will be one of the stars walking the red carpet at the upcoming Abu Dhabi Film Festival.

    The 1.29-minute clip on, which has internet chatrooms and social media mongers abuzz, sees the popular actress in the Abu Dhabi-based airline’s first class or business lounge, breaking into a flash mob dance sequence.

    As passengers and Etihad crew members match her step for step. When contacted by Emirates24|7 in regards to the authenticity of the YouTube-originated video, an Etihad spokesperson said: “We are not actually commenting at this stage.”

    The airline also declined to confirm whether Kaif has been signed on as its latest brand ambassador or if the video is merely part of its online marketing strategy. However, sources close to Etihad have revealed that the 26-year-old actress will in fact be the latest face for the airline in a hush-hush campaign that should be revealed in its entirety five days from today.

    The source also revealed that the director of choreography is none other than Bollywood’s ace film and dance director, Farah Khan, who shot the sequence in Abu Dhabi after a personal request from Kaif itself. The actress is currently shooting for Khan’s latest production, “Tees Maar Khan”.

    The news was confirmed on, which quotes Khan as saying: “Yes I directed Katrina for the airlines. She’s not playing an airhostess but we will be shooting it at their airport lounge in Abu Dhabi.” Kaif apparently flew down to the capital for just one day from Spain where she was shooting for Zoya Akhtar’s “Zindagi Na Milenge Dobara”.

    Asian connection While Etihad continues to be mum on Kaif’s association with the local carrier, this is not the first time the airline has signed on popular Asian artistes as brand ambassadors. Earlier this year, Etihad inked a deal with the internationally acclaimed pop-rock band from Pakistan, Strings, as its new face.

    Peter Baumgartner, Etihad Airways’ Chief Commercial Officer, said at the time: “I am personally looking forward to witnessing how the Etihad brand name reaches across the world through the music of Strings. Pakistan is one of Etihad’s key markets and we are pleased to help promote and work with Strings as leading celebrities from this region.”

    The airline said it was working on a series of exciting new initiatives during 2010, across the world with Strings to promote music and culture in Pakistan and around the world. It is uncertain if Strings has scored the music to Kaif’s viral video, but some fans are already speculating this capital connection could also result in the actress making an appearance at this year’s Abu Dhabi Film Festival, which runs from October 14 until 23.

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