Using Cultural Studies as the framework, this article attempts a content analysis of selected Bhojpuri films to determine how the media help maintain the regional identity of migrants from UP and Bihar residing in Kandivali (east), Mumbai. The Bhojpuri media are closely entwined with the migrants’ everyday realities and social interactions; they reinforce notions of ideal gender roles, alleviate anxieties associated with acculturation, gratify desires vicariously and are instruments of pseudo-empowerment. Familiar images embossed in the media texts ensure continuity with folk traditions, feeding the resurgent pride of the community. The study examines how certain conventions and formulas in Bhojpuri cinema strengthen perceptions of the ‘Bhojpuriya’ identity amongst the migrants, ensuring that the cultural offerings reflect their perspectives on social and cultural issues. Media representations delve into the cultural memory of the migrants, providing them emotional and cultural sustenance in their host city.