Colors partners with Diwaili @Times Square In the US; telecast on 26 November

Colors partners with Diwaili @Times Square In the US; telecast on 26 November

A diya lighting ceremony and performances by Mika makes for an entertaining event.

Aapka Colors

Mumbai: Times Square, New York is a location almost everyone heads to when visiting the Big Apple. 28 October, this year, visitors were treated to another edition of the grand Diwali festival with the square between 46 and 48 the street being transformed into a colourful tapestry of Indian culture  NYC Mayor Adams, majority leader Chuck Schumer, director for United States domestic policy, Neera Tanden, and assemblywoman Jenifer Rajkumar lit a diya (lamp) at the famed ball drop tower with family and friends in attendance, symbolising the illumination of the soul and the dispelling of ignorance

Viacom18’s Aapka Colors channel in the US partnered with Event Guru and sponsor Gopi Dairy came on board to people from various backgrounds in the spirit of love, friendship, and togetherness.

The celebration culminated in an electrifying concert which started at 8 pm, featuring renowned artists from Bollywood, headlining the event was Mika Singh, the iconic Bollywood singer, and former American Idol contestant, Shuba. Along with, soul-stirring British Indian classical singer, Shivali. Their performances captivated the audience, making 2023’s  Diwali Festival at Times Square an unforgettable experience!

“As a network dedicated to providing quality entertainment, culture, and connectivity to our diverse audience, being associated with Diwali at Times Square aligns perfectly with our core values. This event is a true celebration of the rich traditions and heritage of India, and we are proud to lend our support to such an extraordinary platform,” said IndiaCast Media executive vice-president & head of international business Govind Shahi.

“We are delighted to be associated with the magnificent Diwali at Times Square event along with Gopi Dairy. It is a great honor for Colors TV to be a part of this grand celebration, as it provides us with a unique opportunity to connect with audiences every year and spread the spirit of Diwali,’ added  IndiaCast Media senior vice president and business head Americas Sameer Targe.

“Our collaboration with Diwali at Times Square has successfully spanned for the past three years! This year is exceptionally exciting as our client Gopi Dairy, the title sponsor, increases their focus on the East Coast with our 360 media solution that combines ‘ground’, ‘on air’ and ‘digital elements’, all centered around Diwali. We have elevated our partnership with a multi-level sales and marketing initiative responding to the growing demand for integrated media solutions. Our partnership promises to redefine the media engagement and captivate our audience,” said IndiaCast head of sales & marketing Americas Shalaj Dang.

“Gopi Dairy is proud to sponsor ‘Gopi Dairy Diwali at Times Square 2023’, a festival rooted in peace, new beginnings, and the human values of gratitude and humility. At Gopi, we’re honored to have been part of your daily lives for over a decade, delivering pure dairy products from our family to yours. This is an historic moment for us all to celebrate the universal festival of light and joy!” added Karoun Dairies CEO  Rostom Baghdassarian.

“The annual Diwali festival in Times Square plays a pivotal role in the western hemisphere as the festival's significance and fostering a peaceful and harmonious world. During Diwali, people decorate their homes and share sweets and gifts with their friends and loved ones. Our title sponsor, Gopi Dairy, aligns perfectly with the tradition of spreading sweetness and joy,” stated Diwali at Times Square founder  Neeta Bhasin.

The event was livestreamed on 28 October and is to now to be telecast on Aapka Colors on 26 November at 1 pm Eastern time and 10 am Pacific Times.