A Gujarat-born disc jockey turned hotel developer has launched what he hopes is an attention-getting promotional campaign for his new property in Brooklyn, N.Y.

The competition is asking people to come up with a hip name for its custom-designed mattresses for the Hotel BPM, a 75-room hotel set to open in Sunset Park at the beginning of 2012. The project is the brain-child of DJ Bijal, a hip-hop DJ.

‘What’s That Bed Called?’ is the name of the contest that will give its winner a free night’s stay in the hotel. BPM stands for Beats Per Minute and Bijal promises the property will be a value-conscious and ‘musically minded hotel with trendsetting style.’

The boutique-style hotel will feature a DJ Bijal-selected soundtrack that will stream through the hotel’s public spaces. ‘As a deejay, I’ve had the opportunity to travel often,’ said Bijal, ‘This hotel is the culmination of the best hotels I visited when I was on the road: BPM will offer great value, great comfort, and great style.’

Bijal was born in the small city of Surat. When he was 1 year old, his parents immigrated to the US. Guests of Hotel BPM will find environmentally friendly amenities, including Gilchrist & Soames BeeKind bath products. Each room has 40-inch HDTVs; laptop-size safes; personal Keurig coffeemakers and free Wi-Fi. A lounge off the lobby area will serve lite-bites and cocktails, and there is also guest parking and a fitness center for use. The price for a room at Hotel BPM starts at $160 a night. In comparison, the new Starwood Aloft Brooklyn offers room rates from $195 this summer.