When you think about State Farm, you don’t necessarily think of Bollywood. Until now.

State Farm, in conjunction with Saavn, a digital distributor of Bollywood content and interTrend, a Asian-American advertising agency, sponsored a competition called “Bollywood Star”, where an online community helped select two singers to be featured in an upcoming Bollywood movie. The social media site, Bollystar2009.com, allowed Bollywood hopefuls to upload videos in hopes of being selected, while others used the blogging and comment/rating systems.

State Farm was pleased with the outcome:

‘We congratulate Vivek [Agrawal] and Vasantha [Shashi] on winning the State Farm BollyStar competition,’ said Mark Gibson, State Farm assistant vice president-advertising. ‘We are very happy to see that this program was fully embraced by the South Asian community and State Farm will continue to be a part of programs that engage people in a natural and relevant way.’

via State Farm is Sending Two Talented Singers to Bollywood | Reuters .

This isn’t State Farm’s first foray into multicultural social media; they have already developed targeted initiatives geared toward African-Americans and Hispanics.