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Here comes the "Fame Monster". That remarkable self-marketer, Lady Gaga, and her team have launched what they call a "formal strategy" with the help of Desi Hits, a New York-based media company that produces and distributes entertainment content targeted at South Asians, to blitz the subcontinent. "The reason I'm going to India now is because I can," said the protean show-songstress. Her decision to take over the rest of the world is facilitated by the multilevel marketing contracts for her third album, Born This Way. And one of those contracts is with the Bollywood composer team Salim and Sulaiman Merchant, who produced a Bollywood-inspired remix of a Gaga single. Desi Hits has also been contracted by Britney Spears, 50 Cent, Akon and Enrique Iglesias. Spears hasn't quite made the cut, but that's probably because she hasn't cultivated affection here by dropping in for a cuppa. But Lady Gaga, a showperson of a different mettle, might—and there are apprehensions that the khaki brigade here mightn't take kindly to her ornamentation.
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