It's Bollywood time in Davos!

By Dipankar De Sarkar

Davos, Jan 25 (IANS) Shelving worries about a global financial downturn, this snow-clad town in the heart of the Swiss Alps is shaking a leg to the rhythms of Bollywood this week.

Courtesy a massive Indian show, with a power-packed delegation that's the largest to the ongoing World Economic Forum (WEF), India and its economic performance loom large over this ski resort.

From the opening plenary to special sessions to food and now Bollywood, it's India all the way in Davos - host to the WEF that is an annual networking event for the good and great from the world business and politics. Some 2,500 people have turned up at Davos from 88 countries this year and not one of them could have escaped some message from India during the Jan 23-27 event.

Not that anyone is complaining. From the moment you enter Zurich - the nearest international airport to Davos - India is ever-present on the horizon. A large advertisement, written entirely in Hindi, greets the visit at Zurich airport reminding them it is perhaps time to learn Hindi. The advertiser is Swissair.

Standing along the snowy main street of Davos, the Promenade, are two black-and-yellow three-wheeler auto-rickshaws. They are there for the show, of course - you can't take a ride on it. Familiar to all Indians, they brighten up a cafe.

"India is everywhere and we have a dream team led by Finance Minister P. Chidambaram this year," said Ajay Khanna, deputy director general of the Confederation of Indian Industry (CII) that is coordinating the Indian presence here.

Delegates were swinging to Bollywood beats at the best nightclub in town, Kabana, Thursday and Friday night.

"We are massively oversubscribed, with more than 700 confirmations every night," said Khanna. The Bollywood night begins at 11 p.m. local time and not only business leaders turn up.

"Civil Aviation Minister Praful Patel's here," said Khanna.

India's presence at Davos kicked off two years ago with the CII's 'India Everywhere' campaign, but the marketing push took an air of urgency this year due to the global financial turmoil triggered by the US subprime mortgage crisis.

A large number of delegates at the WEF have been looking at India and China as market