hi INDiA
South Asian Views On Global News

Brooke Bond Taj Mahal Diwali Day marked historical day at San Francisco

San Francisco, CA – November 10th, 2018, marked a historical day as an estimated 10,000 excited children and nostalgic parents came out to experience the first-ever Brooke Bond Taj Mahal Diwali Day held at San Francisco’s iconic Pier 39 to commemorate Diwali, the Festival of Lights, celebrated by Indians around the globe. The family-friendly event culminated with a spectacular fireworks show, an especially meaningful element of the program since it is the traditional form of celebration in India.
While fireworks are commonly associated with major U.S. holidays such as the 4th of July and New Year’s Eve, this was the first time they were launched over the San Francisco Bay to celebrate Diwali. It was a beautiful example of cultures coming together and an understandably proud moment for the over 350,000 Asian Indians that call San Francisco and the Bay Area home–making them the second largest population of Indians in the United States.
Not to be missed, close to 60,000 people tuned in via Facebook Live to view special moments from the event including the fireworks finale.

Sponsored by Brooke Bond Taj Mahal Tea and produced by MIKADO International, the day-long event was free and open to the public, thoughtfully curated for the entire family to enjoy in the celebrations. In addition to savoring delicious tea samplings from the Brooke Bond Taj Mahal tea cart throughout the day, attendees eagerly lined up to receive henna tattoos, paint personalized diyas (ceremonial clay oil lamps), go for a spin on the teacup ride, snap selfies for the photo mosaic wall and participate in a meet and greet with celebrity Bollywood dancer Manpreet Toor and comedian Rajiv Satyal.
The much anticipated fireworks display did not disappoint, lighting up the sky and the hearts of the tens of thousands of spectators on site and online. It was a memorable moment for all South Asians witnessing the recognition of a holiday so dear to them on display over the iconic San Francisco Bay.
“Asian Indians are a strong, proud and culturally rich population with traditions that have not only survived, but continue to thrive outside of our motherland. We at Brooke Bond Taj Mahal are committed to ensuring South Asian immigrants feel at home, no matter where they live, which is why we are thrilled to have been able to provide the South Asian community of the Bay Area with an authentic Diwali celebration experience echoing the traditions of home,” commented Partha Guha, Sr. Manager – Marketing & Business Development at Unilever International.

“We were honored to have produced the Brooke Bond Taj Mahal Diwali Day at Pier 39” says Sandrine Vohra, CEO of MIKADO International, a global multicultural advertising agency. “Representation matters. Who tells your story and how they communicate your message matters, which is why it was so important for us to design an experience on such a public platform that fully represented the beauty and significance of the traditions around Diwali, from the diyas and dancing to the family fun and fireworks.”
Highlights from this year’s Brooke Bond Taj Mahal Diwali Day, including the 10-minute fireworks display, can be viewed on the event’s Facebook page. Professional photos available upon request.

ABOUT BROOKE BOND TAJ MAHAL TEA With over 50 years of experience, Brooke Bond Taj Mahal is one of India’s greatest refreshment brands, offering the finest premium teas. Its tea is made from carefully selected leaves from the choicest gardens of the Upper Assam, which give it an unmatched aroma and flavor. Brooke Bond Taj Mahal Tea

ABOUT MIKADO INTERNATIONAL MIKADO International is a culture first advertising agency that strives to create a world more connected. Through opportunity analysis, research, and market planning, it helps brands effectively cater to underserved and fragmented cultural and/or religious communities with unparalleled expertise. MIKADO works with startups and Fortune 500 companies, utilizing native language-based marketing as well as social and cultural elements to target these communities. MIKADO International

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