Mumbai: Mirchi, a city-centric music and entertainment company, fortifies its presence in the USA with the launch of its operations in the Bay Area, California. In line with its vision to expand its global footprint and cater to the South Asian diaspora across markets, Mirchi aims to introduce its Radio, Digital, and LIVE Events solutions to the city.
With South Asians accounting for almost half a million of the total population in the Bay Area, there is a significant demand for Hindi music and Bollywood content. Catering to the needs of this vast pool of consumers, Mirchi will be bringing the best of Bollywood content along with local updates relevant to the target audience. Mirchi will bring popular and exclusive content like the ‘Mirchi Top 20 Countdown’, ‘Club Mirchi’, ‘What Women Want’ with Kareena Kapoor Khan, ‘Bhatt Naturally’ with Mahesh Bhatt and Pooja Bhatt, ‘The Karan Johar Show’ along with other elements like ‘MirchiMurga’ with RJ Naved, ‘Purani Jeans’ with RJ Sayema, etc. Moreover, the brand will share its digital content and curate on-ground events, thereby further solidifying its engagement with the audience.
In line with Mirchi’s rapidly growing digital and brand solutions businesses, this launch provides an ideal outlet for national and local advertisers to reach a specific target audience in the Bay Area.
Commenting on the launch, Prashant Panday, MD & CEO of Mirchi said, “Mirchi has been No. 1 player in the Indian market for almost two decades now. In addition to radio, we have grown a successful Solutions business. After expanding our footprint in UAE, Qatar, Bahrain, and New Jersey, we are excited to enter the dynamic market of the Bay Area. We look forward to bringing the best of Mirchi for the South Asian and Indian diaspora across these markets.”
“The global entertainment market holds immense potential and North America, especially The Bay Area, is a market with a lot of demand for Hindi music and Bollywood content. Thus, leveraging Mirchi’s brand equity, strengths, and unparalleled content library, we look forward to catering to this demand and engaging with our target audience,” adds Manoj Mathan, Head of International Markets, Mirchi.
With a relaunch in UAE earlier this year, followed by launches in Qatar and Bahrain, Mirchi is now present in 4 countries outside of India, including the USA, with plans to expand to more countries.