Badshah Masala & Real Juice, a Dabur Enterprise shines at India Day Parade in New York

Authentic Indian Kitchen float with the iconic ‘Swad Sugandh Ka Raja’ Jingle steals the Parade’s Spotlight

New York, Aug 20, 2023: The iconic Indian superstar, who made the nation gyrate in the blockbuster Pushpa – Samantha Prabhu, the global Indian Guru of the ‘Art of Living’ fame Sri Sri Ravishnkar and the Hindi film star Jacqueline Fernandez were the big superstar attractions at the 41st India Day Parade but there was another iconic Indian entity which won hearts of the diaspora with its heartwarming presence.

Badshah Masala, a Dabur Enterprise, unite at New York’s India Day Parade in association with Federation of Indian Association to bring the authentic taste of home to the streets of New York city. This remarkable event unveiled an authentic Indian kitchen float, brimming with vibrant Badshah Masala spices, embodying their legacy of exquisite flavors. In addition, Dabur Real Juice added a punch of freshness and fruitiness to the occasion.

The Dabur Badshah Masala float was not just a visual spectacle, but an ode to India’s rich cultural and culinary diversity. Dancers representing the dance forms from North, East, West and South of India accompanied the float highlighting that India is a country which brings people together through food, flavors, art, music, dance and several other cultural anchors. The iconic “Swad Suganda Ka Raja” song added a historical touch, evoking nostalgia tied to the essence of Badshah Masalas.

The event gained even more excitement through an exclusive Pani Puri (Gol Gappas) competition. The love for this quintessential Indian street food was made evident by several participants who entered the competition. The winners of the Pani Puri (Gol Gappas) competition were presented with cash prizes and Badshah Masala gift hampers. This harmonious blend of culture, melody, and spirited competition created a memorable experience and put a smile on everyone’s face.

Rakesh Sareen, Sales Head North America, Dabur International Ltd, stated, “At Dabur, our ethos has always been to serve our communities, no matter where they reside. And on India’s 77th Independence Day, we congratulate all American Indians, who continue to add to the economic and cultural fiber of the country. This is our first year partnering with Federation of Indian Associations for the India Parade and it gives us immense joy that through this platform we have been able to bring the flavors of home closer to our consumers”.

Speaking on this association, Kenny, President FIA said, “Partnerships with brands like Dabur enhance our ability to bring the authentic taste of India to audiences beyond its borders. This event garnered tremendous support from proud Indians and our fellow New Yorkers, underscoring the success of our association with Dabur. We eagerly anticipate a lasting partnership.”

Manish Tiwari, Founder & Director of HereandNow Infinity said, “As we reflect this parade, it signifies the vibrant tapestry of the Indian diaspora and their significant impact on American society, economy, and culture. Multiculturalism thrives on diversity, and we are committed to promoting it worldwide through our unswerving efforts”.

Boasting 1,00,000+ attendees, including celebrated names like Sri Sri Ravi Shankar, Jacqueline Fernandes and Samantha Prabhu at the event garnered huge support from New Yorkers which fortified this dynamic gathering, epitomizing unity, and cultural appreciation. Amid sun-soaked streets filled with joy, the parade served as a profound testament to harmonious convergence, etching enduring and captivating memories.

About Badshah Masala:
Established in 1958 by Jawaharlal Jamnadas Jhaveri in Mumbai, Maharashtra, Badshah Masala has become a hallmark of quality and authenticity. Specializing in a diverse range of grounded spices including amchur powder, turmeric powder, lal badshah, black pepper powder, coriander powder, jeera powder, Kashmiri chilli powder, cumin powder, white pepper powder, and many more, Badshah Masala continues to elevate culinary experiences both in India and worldwide.

About Real Juice:
Dabur India Limited (Dabur), a well-known brand in India in the health and wellness products, launched Real fruit juices in 1997. Réal Fruit Power the No. 1 juice brand in India. We have been awarded ‘India’s Most Trusted Brand’ for six consecutive years, in the juices category. Réal Fruit Power has a range of 14 exciting variants in the fruit juices category – from the exotic Indian Mango Juice, Guava Juice, Amla Juice & Litchi Juice, to the international favorites. A wide range has been produced to cater to the different needs, occasions, and taste buds.

HereandNow Infinity & HereandNow 365:
Here and Now Infinity, founded by Manish Tiwari, is a multicultural agency specializing in strategic campaigns tailored for businesses targeting the culturally diverse markets of Britain and North America. The focus is on Ethnic and Multicultural marketing, which goes beyond conventional outreach – it is the key to unlocking brand resonance in today’s dynamic societal landscape. The agency thrives in diverse media landscapes, including digital, experiential, print, and broadcast, enabling us to deliver optimal outcomes for our clients. For media inquiries, please contact: [email protected]

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