New York is in for a huge programme of free Indian music, folk dances and art exhibitions when the Confederation of Indian Industry and Ministry of Tourism-organised 'India@60' brand promotion event opens on September 23.
The city, also called the Big Apple, is already awash with pole banners and visual art installations as CII along with the Tourism Ministry seeks to leave an imprint a picture of contemporary India on the minds of New Yorkers.
The India@60 event seeks to attract the world's attention, particularly that of the global Inc, to India by portraying its strengths -- democracy, diversity and demographics -- which have powered the sub-continent nation's development.
"Pole banners, bus panels, posters on phone kiosks... between CII and Ministry of Tourism, NYC will see India@60 flashed all across in a big way," a CII spokesperson said, but declined to give details on the advertisement spend.
CII alone will be sponsoring 265 street banners across Manhattan, 200 near Grant Central, 125 panels on MTA Super King Buses, 150 phone kiosk panels across Manhattan, besides digital signage at Port Authority and Nasdaq and at Reuters Building on Times square.
"Huge giant screens on the 22 storey Reuters and the 7
storey NASDAQ buildings as well as Port Authority Bus terminal will flash India movies, project the modern contemporary India. To showcase the India story - which is a good story," the CII official said.
Besides, the Ministry of Tourism has also leased space for street banners, hoardings across Times Square and wrap around bus posters. The event, which will begin on September 23 and run through September 29, will see artistes from across the country perform -- celebrating India's creativity and cultural diversity.
Performances by Shiva Mani, Colonial Cousins and Remo Fernandez will be complemented by live demo by Indian craftsmen, fashion shows and folk dances. Business networking meets will be but a part of the India@60 event, which will see participation from the likes of India-born Pepsico CEO Indra Nooyi as moderator of a session.
Commerce and Industry Minister Kamal Nath and Planning Commission Deputy Chairman Montek Singh Ahluwalia are among other Indian dignitaries expected to participate in the event being organised to showcase the country, which on August 15 completed 60 years as a free nation.
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