National ethnic media representation company Spots & Space is offering “Holi” packages for advertisers wishing to target the Indian community. India is the second largest source of business migrants to Australia and the third largest source of all migrants after the UK and New Zealand.  
 
Next to Diwali, Holi is probably the most eagerly awaited festival of the Hindu calendar.  Known as the “Festival of Colours”, Holi is celebrated in the Indian community by “playing Holi” - throwing coloured powders and water at each other, in a lighthearted continuation of an ancient medicinal tradition. Holi falls on March 11 and 12 this year, and will be widely celebrated in the Indian community who traditionally eat special foods, visit family and friends and exchange good wishes and sweets.
 
234,722 Australians are of Indian descent and the numbers grew by 42% between 2001 and 2006. . 53% are Hindi speakers.  (Australian Bureau of Statistics, Census 2006)
 
Daniel LaForest, General Manager for media representation company Spots & Space says: Advertisers often assume that because Indian migrants tend to be proficient in English, they need not consider Indian media. However Indian culture is rarely reflected in mainstream media, and Indian speakers consume Indian media to connect with their unique culture:

• Music: Bangala, Indipop, Devotional, Classical, Ghazal and many other forms
• The latest from Bollywood
• Sporting news
• News from India, Pakistan, Bangladesh, Sri Lanka, Kenya, Fiji 
• Community news
• Events and Festivals: Diwali, Holi and others
• Matrimony and Romance

 
When you advertise in Indian media, you’re in the environment to connect to the audience on an emotional level says Laforest.
 
At least 28 radio stations around Australia provide airtime for Indian language programming.  The community also supports 10 community papers and many of these have sophisticated websites.  Satellite-delivered TV is also very popular.

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