MUMBAI: To celebrate Diwali, Radico Khaitan, a producer of Indian-made foreign liquor (IMFL), brought the festival of lights to Times Square, New York City. The maker of Rampur Indian Single Malt, in its 3D display looked to weave together tradition and innovation to showcase India’s cultural heritage in the heart of the Big Apple.
This tribute to India’s festival of light wasn’t just about showcasing a brand – it was about evoking the spirit of Diwali, symbolising prosperity, joy, and the warmth of togetherness. With golden amber liquid flowing through the 3D display, the company looked to create a spectacle that connected Indians around the world with their roots, bridging oceans to remind the diaspora that, no matter where they are, the light of Diwali binds them to their heritage. This celebration at Times Square aimed to be a nod to the depth of Indian culture, reminding audiences worldwide of Indian festivals.
“Times Square is a symbol of energy, diversity, and global connection, and there’s no better place to celebrate India’s festival of lights. Our Diwali display is a tribute to the resilience and spirit of Indians everywhere, and an invitation to the world to experience the beauty of our heritage. As we bring our brands to international markets, we are proud to carry forward the essence of India in every bottle, every celebration,” said Abhishek Khaitan, MD Radico Khaitan.
Radico Khaitan has not only made its mark in India but is also carving a significant global presence, carrying forward India’s legacy of fine craftsmanship. With its flagship Rampur Indian Single Malt Whisky in seven variants, Jaisalmer Indian Craft Gin, the globally launched Sangam World Malt Whisky, and the newly introduced Kohinoor Rum, Radico Khaitan said that it aims to be a true ambassador of Indian excellence in spirits. Each offering aims to be a testament to India’s artisanal heritage, blending ancient traditions with a contemporary appeal that resonates with consumers across the world.
From the shelves of New York to the bars of Europe, the company is looking to showcase India’s spirit-making prowess with products that aim to honour their roots and bring a taste of India’s luxurious traditions to a global audience.
Radico Khaitan added that its commitment to Indian heritage extends beyond products to championing India’s culture and values on the global stage. With its Diwali presence in Times Square, Radico Khaitan didn’t just light up a billboard; it lit up Indian pride on an international scale, bringing India’s festive grandeur and heritage to one of the most celebrated stages in the world.
