Emirates celebrated the spirit of cricket with a tongue-in-cheek, Bollywood-inspired ‘Welcome On-board’ demo at the ICC World Twenty20 Final between England and West Indies, held at Eden Gardens in Kolkata this past Sunday.

A team of 10 Emirates cabin crew members entertained a packed stadium of 66,000 cricket fans, showing them “how to celebrate” when their favourite team hit a four, a six or took Wickets, with an impassioned and witty Bollywood-themed routine that took cues from the traditional airline welcome on-board demonstration and cricket umpiring signals.

Commenting on Emirates’ initiative to celebrate the spirit of the gentleman’s game with fans, Boutros Boutros, Emirates’ divisional senior vice-president, Corporate Communications, Marketing and Brand said: “Cricket is a sport that unifies many fans around the world, and Emirates helps connect those fans with their passions. Emirates is a long-time supporter of cricket, and we have an established presence and long-term commitment to our operations in India, which hosted this year’s ICC World Twenty 20 tournament. It therefore made sense to celebrate our passion for the sport, in a way that many of our customers would appreciate and associate with.”

Emirates’ latest initiative in Kolkata is yet another of the airline’s efforts to use sports as a platform to delight, entertain and connect with both enthusiasts of the game, as well as a broader audience across the world. - TradeArabia News Service