"Masala" is a Hindi work, which directly translated means "spice", like those that you would add when cooking. It can also refer to a mixture of various spices, with the mixture designed for a particular recipe in mind - like Tandoori Chicken masala. Here it's not one, but a mix of spices that make up the masala.

In this case, I think it applies in the same vein as the spice in "Spice Girls" does. Another way to look at it to look at it a an interesting mix that add flavor to something. For example, a common phrase you hear a lot in Bollywood movies is "masala film" which essentially translates to a film with a little of everything - humor, romance, musical.

In this regards, it would think it would be one or both of the above. Dunno if that helped you or not ;-)