Pop Singer and sensation Lady Gaga is planning a trip to India this year. “She’ll probably be doing a bunch of TV and possibly some performances,” according to Anjula Acharia-Bath, co-founder and CEO of Desi Hits!, a New York City-based company as reported in the Wall Street Journal.
The strategy to improve Lady Gaga’s reach in India involves “Bollywoodizing” Lady Gaga’s music. Desi Hits! has helped the entertainer find top Bollywood music producers to remix her songs and promoted those versions.
What it means
In recent years, Indian fans have not paid much attention to Hollywood celebrities compared to homegrown heroes. The major studios from the United States have begun producing Indian movies in India. Singer Snoop Dogg had a #1 hit in India but it was the title song for a local movie “Singh is Kingg”. Lady Gaga’s publicity machine realizes that localizing is key to success.