BA targets India’s bloggers

British Airways has expanded its social networking site to include Indian mega-city Mumbai.

Metrotwin Mumbai, which exists in a beta version, aims to exploit the growing popularity of blogging in India, according to head of digital Chris Davies.

Metrotwin launched a year ago with content based on London and New York provided by bloggers and local experts.

It pulls in 23,000 unique users a month and has 37,000 registered users. The site has an “I love this place” tool which has received almost 150,000 suggestions, with bars and restaurants the most popular categories.

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