The 11th anniversary celebrates India’s rich cultural traditions, creates a memorable stage for young performers, and brings world-class entertainment to the Crossroads of the World
NEW YORK, Nov. 9, 2026 /PRNewswire/ — Sammaan For All – Diwali at Times Square celebrated its 11th anniversary on Saturday, October 24, transforming the Crossroads of the World into a spectacular celebration of Indian heritage, cultural traditions and shared experiences, and the universal values of love, peace, harmony, and togetherness.
Presented by P&G’s Tide and Toyota, the festival brought together families, young performers, community leaders, and internationally acclaimed artists for a day of cultural experiences, traditional festivities, and live entertainment in the heart of New York City.
Colors of India & America: Celebrating Cultural Traditions and Young Performers
One of the festival’s most meaningful highlights was Colors of India & America, a vibrant cultural showcase that gave young performers and local dance academies from across the tri-state area an opportunity to perform on one of the world’s most iconic stages.
From classical Indian dance and colorful regional folk traditions to Bollywood and contemporary performances, the program celebrated India’s extraordinary range of artistic traditions and expressions.
The celebration also welcomed a Hispanic dance group performing traditional Colombian dances, reflecting the festival’s commitment to cultural exchange and bringing communities together beyond ethnic and national boundaries.
More than entertainment, Colors of India & America represents a central mission of Diwali at Times Square: connecting younger generations with their cultural roots while celebrating their American identity.
“For me, one of the most rewarding moments is watching our young performers proudly represent their heritage in the heart of New York City,” said Neeta Bhasin, Founder and Executive Producer of Diwali at Times Square. “I want every young Indian American to stand tall and say, ‘I am proud of my culture and heritage. I am equally proud to be an American. I don’t have to choose between the two, because I belong to both!'”
Throughout the day, visitors also enjoyed the lively Diwali Bazaar, interactive sponsor experiences, and a family-friendly Kids Zone featuring traditional activities such as diya painting.
Iconic Diya Lighting Ceremony at One Times Square
The traditional Diya Lighting Ceremony marked a defining moment of the celebration.
Neeta Bhasin was joined by Consul General of India Ambassador Binaya S. Pradhan, along with community leaders, sponsors, and distinguished guests, for a special countdown displayed on the iconic One Times Square Ball Drop Tower.
The synchronized ceremony symbolized Diwali’s timeless message of the triumph of light over darkness, knowledge over ignorance, and unity over division.
Star-Studded Light Up Times Square Concert
The evening culminated in the spectacular Light Up Times Square Concert, bringing internationally acclaimed performers and emerging talent to the heart of New York City.
The lineup featured:
- Kanika Kapoor: The Filmfare Award-winning Bollywood playback sensation energized the audience with her celebrated dance anthems.
- Raja Kumari: The Grammy-nominated Indian American rapper and singer delivered her signature fusion of Indian musical heritage and contemporary hip-hop.
- Rishi Singh: The Indian Idol Season 13 winner captivated audiences with his soulful vocals.
- Shanmukha Priya: The Indian Idol Season 12 finalist impressed the crowd with her distinctive voice and dynamic stage presence.
- Sparsh Shah (Purhythm): The singer-rapper and Guinness World Record holder inspired audiences through his musical talent.
- Saanvi Nacha: The rising young singer from New Jersey represented the next generation of musical talent.
Against the dazzling backdrop of Times Square, the concert united families, music lovers, and people from diverse cultural backgrounds through the universal language of music.
Sammaan For All Awards & Gala Dinner Honors Excellence
The celebrations began on Friday, October 23, with the Diwali at Times Square Awards & Gala Dinner at Tribeca 360 in New York City.
The evening recognized individuals whose accomplishments in entrepreneurship, philanthropy, medicine, journalism, innovation, and community service have made meaningful contributions to society.
The 2026 honorees included:
- Aroon Shivdasani — Sammaan Award: Founder of the Indo-American Arts Council, recognized for her lifelong contributions to promoting Indian arts and culture in North America.
- Tejpaul Bhatia — Man of the Year: CEO of Nebex, honored for his accomplishments in entrepreneurship, technology, and leadership.
- Anu Duggal — Woman of the Year: Founding Partner of Female Founders Fund, recognized for championing women entrepreneurs and advancing gender diversity in venture capital.
- Judge Karen Gopee — Trailblazer for Justice & Community Leadership Award: A pioneering Indo-Caribbean jurist, honored for her contributions to justice, public service, and community leadership.
- Nithya Tammana — Youth Inspirational Award: Founder of Save Drop, recognized for inspiring young people through environmental advocacy and water conservation.
- Seema Mody — Excellence in Media & Journalism Award: CNBC correspondent, recognized for her achievements in international business journalism and financial reporting.
- Dr. Rachana Kulkarni — Excellence in Medicine & Community Service Award: Cardiologist and President of Medicor Cardiology, honored for her leadership in cardiovascular medicine and women’s heart health.
- Naresh Kumar — Philanthropy Award: Recognized for his philanthropic contributions and commitment to community service.
Celebrating Our Sponsors and Community Partners
The 11th anniversary of Diwali at Times Square was made possible through the generous support of Presenting Sponsors P&G’s Tide and Toyota; Platinum Sponsor Gopi Dairy; Gold Sponsor Xoom by PayPal; State Bank of India; and Media Partner Colors TV, which will bring the celebration to television audiences.
Additional valued sponsors and partners included Tanishq, CheapOair, HoliCHIC, Star Tours, Caravela, ZEE5, Reshma Beauty, and Hindu American Foundation, along with food partners Punjabi Dhaba, Benares Restaurant, and Pizza Depot.
Their support helped create a celebration that combined cultural heritage, community engagement, and memorable experiences for visitors.
P&G and Tide — Presenting Sponsor
Through its Make Diwali Brighter initiative, P&G and Tide celebrated Diwali across North America by connecting with families through cultural traditions, community celebrations, and engaging consumer experiences. The initiative brought the festive spirit closer to consumers through meaningful family-centered experiences and a special Costco membership offer, helping families make their Diwali celebrations even brighter.
Toyota — Presenting Sponsor
Diwali is a beautiful reminder of the power of hope, light, and togetherness. Seeing that spirit come to life in the heart of Times Square, surrounded by families and communities celebrating together, makes this occasion especially meaningful. Toyota is honored to be part of this vibrant celebration and to share in a tradition that brings people together. We wish everyone celebrating a year filled with happiness, good health, and prosperity.
– Tiffany Shido, General Manager, Brand, Cross-Vehicle Line & Media, Toyota North America
Gopi Dairy — Platinum Sponsor
“Gopi Dairy is proud to celebrate Diwali with the New York Community. As part of the Lactalis family, the largest dairy group in the world, we have strong roots in New York and understand the importance of family, traditions, and bringing communities together. Diwali is a beautiful reminder of light, unity, hope, and the joy of sharing our traditions with one another. We are grateful to Neeta Bhasin and her team for creating this wonderful platform year after year, celebrating culture and togetherness in the heart of Times Square.”
– Rostom Baghdassarian, CEO, Gopi Dairy (Karoun Dairies)
A Vision Beyond the Festival
Reflecting on the celebration, Neeta Bhasin, Founder and Executive Producer of Diwali at Times Square, expressed her gratitude to the sponsors, artists, community partners, volunteers, and supporters who helped bring the festival to life.
“Diwali at Times Square has always been about much more than a festival. It is about creating a platform where our children can celebrate their heritage with pride, where different communities can share their cultures, and where the message of love, peace, harmony, and unity reaches beyond boundaries.
Today, more than ever, we need opportunities that bring people together rather than divide them. Diwali reminds us that light has the power to overcome darkness, and that kindness, understanding, and compassion can make our communities stronger.
My dream is for Diwali to become a celebration that every American feels connected to, regardless of their background. Because light does not belong to one culture or one community. Light belongs to everyone. And when we come together, our lights shine brighter.“
As Diwali at Times Square concluded its 11th anniversary, the celebration reinforced its commitment to preserving cultural heritage, creating opportunities for young performers, sharing cultural traditions, and strengthening connections across communities.
From the young performers of Colors of India & America to the iconic Diya Lighting Ceremony and star-studded concert, the festival demonstrated how cultural celebrations can create a shared sense of belonging in one of the world’s most diverse cities.
Lights shine brighter when we shine together.
ASB Communications: media@asbcommunications.com
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