MUMBAI: Sterling Media, the marketing agency in Britain will be spearheading the UK launch of Boom, the latest Bollywood flick directed by Kaizad Gustad featuring the Big B.

"South Asian culture has become a major part of British life and the British Asian entertainment industry is buoyant. While the Asian community in Britain has an estimated £7 billion disposable income per year, we are also successfully tapping into the mainstream media and attracting lucrative audiences from the wider British public," founder Teji Singh is quoted as saying in the release.

Sterling Media was originally established as a public relations firm in 1995 to address the needs of Asian arts and entertainment business. With a specialist entertainment division, Sterling Media has also managed promotional campaigns for leading concerts, film festivals, theatre performances, Bollywood premieres, crossover films and TV company launches.

High profile Asian events handled by Sterling Media include : The launch of Bombay Dreams, The Asha Bhosle concert in London, Yagna - a Tarun Tahiliani and Rina Dhaka charity fashion show and gala dinner, The Mahalaxmi Concert - a ballet featuring Hema Malini and her two daughters, the launch of Tikka Beer by Rohit Amin , Filmi Fundas film festival and launch party, Chor Bizarre theatre festival and The Asian Wedding Exhibition (Britain's biggest Asian fashion and beauty show) among many others.