Personal care brand Dove, in partnership with Yahoo India, has launched a blogging contest called the ‘Real Beauty’ on IndiBlogger, an Indian blogger community. The contest will be open to all Indian bloggers and they will have to write a post on ‘what real beauty means to them’. The editorial team of Yahoo India would choose the winners and the first prize winner will take home a cash reward of Rs 1 lakh along with being made the featured blogger on Yahoo Real Beauty portal. The contest has a total prize money of Rs 3.5 lakh for winners. 

Commenting on the contest, Vineet Rajan, director, IndiBlogger said, “Today brands are actively engaging with people via Facebook, Twitter and other social media networks. However what is going to keep a brand ahead of others is how they can connect with and influence bloggers primarily because they have the highest networking quotient coupled with trust and credibility in the online space. In short, bloggers are the best bet towards building a pool of brand evangelists and ambassadors.” IndiBlogger has a base of over 25,000 bloggers across India.