Project Description

Diwali at Times Square

Diwali at Times Square (DATS) is the single largest annual celebration of Diwali outside of India. It is also one the largest events to be held at Times Square, second only to the News Years Eve Ball Drop. Attended by South Asians and non-Asians from all over the country. DATS was established in 2013 by Neeta Bhasin – the founder of ASB Communications and a nationally recognized business leader specializing in multicultural marketing. She wanted to bring the most vibrant, national festival of India to the “Center of Universe” – New York’s Times Square – to showcase India’s rich culture, heritage, and arts to the world, thereby invoking a sense of pride among South Asians.

The Diwali at Times Square festival brings the South Asian community together for a fun-filled day, with cultural dance and musical performances, a Diwali bazaar, and mouth-watering Indian cuisine. The celebration lights up Times Square with interactive, traditional Diya (lamp) lighting ceremonies, and the world’s best digital fireworks display, followed by a South Asian celebrity-filled evening concert.

ASB Communications manages the marketing of this event from start to finish. We handle the pre-event promotion, grassroots marketing, media planning & buying, social media marketing, and press conferences. We also manage all event sponsorship opportunities, including strategic brand-integration at the celebration.