New York City, NY, USA: Parachute Celebrates Diwali with a Dazzling Display at New York’s Times Square

India’s leading coconut oil brand, Parachute, brought the festive spirit of Diwali to Times Square, New York, with a spectacular visual showcase on November 9. The vibrant installation illuminated one of the world’s most iconic landmarks with animated Diwali visuals and messages centred on the themes of light, renewal, and togetherness.

The celebration attracted thousands of spectators, including many from the South Asian diaspora, who gathered to witness the fusion of Indian tradition and global culture. The display marked another step in Indian brands’ growing efforts to enhance their cultural and commercial footprint in the United States.

Owned by the Mumbai-based company Marico Limited, Parachute called the Times Square feature a “major milestone” in its global journey. A company representative shared that the initiative aimed to honour the brand’s heritage while connecting with a broader international audience.

“Parachute has been a trusted part of Indian homes for generations. Seeing it shine at Times Square this Diwali is not just a marketing achievement but an emotional experience,” the spokesperson said.

“It represents India’s warmth, tradition, and enduring spirit—showing that no matter where we are, our cultural light continues to glow.”

Marico noted that the campaign also reflects its focus on the U.S. hair oil and personal care market, where interest from South Asian consumers has been steadily growing.

Parachute has maintained a dominant presence in Indian households for over 50 years and continues to lead the branded coconut oil category, with a market share above 60%, according to Kantar Worldpanel (MAT December 2024). Global sales are estimated to exceed one billion bottles annually.

Established in 1990, Marico operates in several countries across Asia and Africa, with a diverse portfolio of brands such as Saffola, Livon, and Set Wet, alongside Parachute.