Highlighting the celebration is the breathtaking illumination of Times Square with traditional Diwali lamps, creating a visual spectacle that draws thousands of spectators, locals, and tourists alike. This symbolic lighting serves as a reminder of the universal values Diwali represents, inspiring reflection and unity across communities, religions, and nationalities.
Beyond a cultural showcase, the Diwali at Times Square festival is a powerful testament to New York City’s spirit of acceptance and community. As the festival continues to grow, it forges stronger connections between the city’s vast multicultural population, allowing New Yorkers and visitors to experience the joy of Diwali while embracing the vibrant tapestry of traditions that make up the city.
Showcasing the Diversity of India: Amazing Dance on Pitcher (Matka) with Candles. Indian dance on a pitcher (matka), often referred to as "matka dance," is a captivating art form that combines intricate footwork, graceful movements, and vibrant expressions. Dancers skillfully balance on a pitcher or matka while performing traditional folk dances, showcasing physical prowess and cultural heritage.
Diwali at Times Square is very proud to announce the Office of Faith-Based and Community Partnerships of NYC as the presenting partner of the festival, supporting Diwali at Times Square's mission to celebrate the diversity of India and America and spread the message of love, peace, harmony, and togetherness.
Neeta Bhasin also unveiled the program, starting with the introduction of a vibrant and engaging bazaar and Kids Zone, where children can paint Diyas (clay), create beautiful Rangoli art, and enjoy interactive reading sessions. Additionally, there will be product sampling from vendors, henna painting, educational information from some of the sponsors, and much more to ensure a fun-filled day for all.
Recently, the Consulate General of India, NY, hosted a press conference to introduce the celebration. Rita Kakati, who served as the master of ceremonies, introduced Neeta Bhasin, the founder and producer of Diwali at Times Square, who shared the details of the upcoming festival and unveiled the performers of Light Up Times Square on October 19, 2024.
Diwali at Times Square Press Conference hosted by Consul General of India Binaya Srikanta Pradhan, who emphasized the deeper meaning of the festival and unveiled the Diwali program at Times Square on October 19, 2024.
The press conference also featured distinguished speakers, including Consul General Binaya Srikanta Pradhan, Congressman Gregory Meeks, and Dilip Chauhan, Deputy Commissioner International Affairs NYC Mayor. Esteemed sponsors, media representatives, and several bloggers attended the press briefing and promoted the festival live on October 19th.
Consul General Binaya Srikanta Pradhan took the stage and emphasized the deeper meaning of the festival: "I have realized that Diwali at Times Square is more than just a festival – it's a celebration of our shared values, culture, togetherness, love, and diversity. As we prepare for this year's event, I invite all New Yorkers and visitors to join us in spreading the light of Diwali, fostering cultural understanding, and strengthening the bonds between our two great nations."
Congressman Gregory Meeks echoed this sentiment, highlighting the festival's powerful resonance: "As I look around tonight, I'm reminded of how deeply Diwali resonates here in New York and across all the United States of America. This festival of light, resilience, and renewal shines not only in homes and temples but also in the hearts of our shared American culture."
Dilip Chauhan proudly reminded everyone of the significant milestone achieved for the first time in New York City's history on November 1st, when the city's schools will be closed to celebrate Diwali.
Neeta Bhasin continued with the program and expressed her gratitude to the new and returning sponsors this year and shared their messages:
"Kia is proud to return as a presenting sponsor of Diwali at Times Square and celebrate the festival of lights," said Steven Center, COO & EVP, Kia America. "The festival resonates with our commitment to create a diverse, dynamic and versatile corporate culture."
Procter & Gamble expressed their excitement to be part of the celebration, stating, "This Diwali, Procter & Gamble is honored to celebrate with the South Asian community, offering trusted superior products to make festival gatherings brighter and more full of joy."
House of Spices also shared their excitement for this year's event, announcing the launch of the Laxmi Diwali Campaign. "As the leading South Asian food brand, Laxmi has been a loyal sponsor for the past few years. This year, we are proud to debut our latest Diwali campaign at the event. More than just a festive advertisement, the campaign offers a heartfelt message to Indian students celebrating Diwali away from home, missing their families and beloved traditions. We're confident this campaign will resonate deeply with every Indian student, helping them feel connected to home, even from thousands of miles away."
Neeta Bhasin emphasized the importance of instilling in Indian American youth a sense of pride in their heritage while also fostering cross-cultural exchange. "Our objective is to take India to mainstream America."
As we celebrate Diwali at Times Square, we honor the festival's deeper meaning—one that transcends boundaries and stands as a testament to the values of diversity, equity, and inclusion.
Highlighting the diversity and inclusion of other cultures from the Diwali at Times Square stage
Since 2013, Diwali at Times Square’s goal is to promote India’s rich culture, art, heritage, and diversity. Spreading the light of happiness in people’s lives, uplifting spirits, and sharing the message of love, togetherness, and inclusion in diversity is at the core of Diwali at Times Square festival. We believe that understanding different cultures makes us realize that the basic tenets of all cultures are the same. However, the difference in expression enriches our lives’ tapestry.
Diwali at Times Square has been recorded in the Congressional Record of Capitol Hill. NYC Mayor announced October 28, 2023, Diwali at Times Square Day. The US State Department circulated the information about Diwali and Diwali at Times Square in all American Consulates and Embassies worldwide.
NYC School Holiday will be celebrated for the first time in 2024 by inviting children from the school boroughs in NYC to participate in the festival. NYC is the largest school system in the United States (and among the largest in the world), with over 1.1 million students taught in more than 1,800 separate schools.
For information and sponsorship inquiries, please contact:
Phone: 516-343-0181 / 212-216-9305
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Website: https://diwalitimessquare.com/
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ASB Communications is the first South Asian Marketing and Events Agency in the US and Canada. Founded in 1997 by Neeta Bhasin, the agency later became a Multicultural Marketing and Events Management Agency with expertise in the South Asian, Asian, African, Middle Eastern, Eastern European, and Hispanic markets.
EventGuru Inc., from the house of ASB Communications, is a premier full-service event production and management company in the USA with expertise in events, concerts and trade shows. EG is the producer of Diwali at Times Square. In 2023, EG was the official Event Management Company for the Kerala Chief Minster event in Times Square on behalf of the Kerala organization.
In 2024, EG curated ‘Tribute to Rabindra Nath Tagore ‘in Times Square with renowned actor and dancer Rituparna Sengupta and Umrao Jaan promotion with Bollywood actor Neetu Chandra. EG also produced and hosted ‘Fireside Chat’ with Harbhajan Singh and Wasim Akram in New York during cricket season.
ABOUT Neeta Bhasin
Neeta Bhasin, a trailblazer in South Asian advertising and marketing in the U.S., founded ASB Communications and Event Guru Worldwide. The made history in 2013 by producing the iconic Diwali at Times Square. Having moved to New York 47 years ago, Bhasin’s vision was to celebrate South Asian culture, heritage, and diversity while instilling pride in younger generations of the South Asian community.
Bhasin’s influence extends beyond events; she was integral to the reception committee for Indian Prime Minister Narendra Modi’s visit to Madison Square Garden in 2014 and was invited to Israel in 2017 to assist with a Town Hall for the Prime Minister. Her contributions have earned her several honors, including the Mahatma Gandhi Samman in London’s House of Lords in 2015 and the India Republic Day Award from New York’s Nassau County.
She has also received recognition such as the "50 Outstanding Asian Americans in Business" award, the IAA Women Achievers Award, the South Asian Empowerment Award, and most recently, the 2023 ‘Shakti Award’ for her dedication to women’s empowerment.
