This sounds pretty cool but only time will tell whether this succeeds. Patrix also has a good review on this site (link below)...

Presenting India’s first ever online beauty contest India’s Hottest College Chick contest! The one of it’s kind all-online beauty contest hunts for the hottest college chick on the campuses nationwide! The contest is full of masala, attitude, back-biting, vote-outs, debates, games, interactions, interviews, clips and tons of prizes!

via – ipatrix