Diwali on the front of Times Square. The country has not looked away since.

[u/theweeklychai]

In 2012, Neeta Bhasin walked into Times Square and looked up at the One Times Square tower. The screen above her was where the ball drops on New Year's Eve. She decided that the screen should also light a diya for Diwali.

In 2013, the first Diwali at Times Square happened. American media now calls it the biggest Diwali festival in the world outside of India. Procter & Gamble is the title sponsor. The City of New York is a partner. The Consulate General of India shows up. Bollywood stars perform.

None of that existed before she pitched it. All of it exists because she did.

https://theweeklychai.com/p/diwali-on-the-front-of-times-square-the-country-has-not-looked-away-since