Boston: The most powerful celebrity of the world Lady Gaga is eying India as she has launched a formal strategy to spread her brand in the Indian market, a report said. The ‘Poker Face’ singer is partnering with New York-based media company Desi Hits to promote her brand in India. (Agencies)
The 25-year-old star said, "The reason I am going to India now is because I can. I did not have the money or the resources before to travel and bring all of my things with me and reach an entire new territory of fans,"
The push into India is part of the massive marketing and social-media machine that Lady Gaga's team has created around the release of her third album 'Born This Way', the report said.
"She's expanding her base. In the last album cycle we toured a lot of places in the world, but there were still some territories that we weren't able to go and spend time and really work. India was one of those places," Lady Gaga's manager Troy Carter said.
Part of the strategy to improve Lady Gaga's reach in India involves "Bollywoodizing" Lady Gaga's music.
Desi Hits co-founder Anjula Acharia-Bath arranged for 'Born This Way' to be remixed by the Bollywood team of Salim and Sulaiman.
Lady Gaga is the latest US entertainer to partner with Desihits to enter the Indian market. Britney Spears, Akon and Enrique Iglesias too collaborated with the media company to promote their brand in India.
"India is an appealing target for entertainers, as it has 700 million people under the age of 30," the report added.
Gaga displaced media mogul Oprah Winfrey this year to become the most powerful celebrity in the world, according to a compilation by Forbes magazine.
Gaga's earnings totalled USD 90 million last year. The 'Poker Face' singer has 10 million Twitter followers and 32 million Facebook fans.
Boston: The most powerful celebrity of the world Lady Gaga is eying India as she has launched a formal strategy to spread her brand in the Indian market, a report said.
The ‘Poker Face’ singer is partnering with New York-based media company Desi Hits to promote her brand in India.