Word: desis
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...career and picking a Bollywood actress to star in his latest music video. The interview wraps, but the star, who was raised in Britain by India-born parents, stays seated to shoot a few promotional clips. "This is your boy Jay Sean," he says, "and you're watching MTV Desi...
Welcome to the next marketing frontier. For years, Western companies have understood the potential of 1 billion consumers in India, but now they are slowly starting to realize the purchasing power of people in the U.S. who trace their roots to the subcontinent--a group known as desis. MTV India has aired overseas since 1996, but MTV Desi--a channel for Americans of Indian, Pakistani, Bangladeshi, Sri Lankan, Bhutanese and Nepalese descent--is brand new, launching this summer. And MTV isn't alone as it chases desi dollars. South Asian marketing is still in its infancy, but early adopters like...
...best." The mental-health counselor and her electrical-engineer husband Jayram, 53, who own a five-bedroom house in Coral Springs, Fla., are about to trade in their 2002 Mercedes--it's time for something newer. That spells opportunity for General Motors, which has begun pushing Cadillacs in desi circles. "This is a great market," says Jean Liu-Barnocki, GM's manager for Asian-American marketing, "and we're putting some very targeted resources behind reaching...
...first glance, that might seem fairly simple. Unlike Hispanics and other Asian minorities, South Asians often arrive fluent in English. The influence may be more British than it is American--cricket is preferred to baseball--but a desi in the U.S. can still pick up USA Today and understand...
...regulation belonged to Corriero and the Lakers’ aggressive, net-crashing attack, overtime certainly allowed the two goaltenders to shine. The pair of netminders shattered the record books with their staunchness between the pipes, with Mercyhurst senior Desi Clark and Harvard junior Ali Boe trading game-saving save for game-saving save. When it was all said and done, Clark had racked up a historic 78 stops and Boe had set a new school mark with 56. Boe, after allowing the last of the Lakers’ goals with 4:40 to go in the second, pitched a shutout...