Mirchi enters North America with its launch in The Bay Area, California

City-centric music and entertainment company Mirchi from Entertainment Network India Limited, fortifies its presence in 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 ‘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.

This launch provides for an ideal outlet for national and local advertisers to reach a specific target audience in the Bay Area.

Prashant Panday

Prashant Panday, MD and 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,” added 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 four countries outside India, including the USA, with plans to expand to more countries.

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