India’s no.1 city-centric music and entertainment company, Mirchi expands its presence in the USA with the launch of its operations in the Bay Area, California. The channel aims to introduce its Radio, Digital and LIVE Events solutions to the city, in line with its vision to expand its global footprint and cater to the South Asian diaspora across markets.
South Asians account for almost half a million of the total population in the Bay Area. Therefore, there is a significant demand for Hindi music and Bollywood content in the location. The radio channel will be bringing the best of Bollywood content along with local updates relevant to the target audience, catering to the needs of this vast pool of consumers. 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 ‘Mirchi Murga’ 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.
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.
