Incredible India@60 paints New York red

doweshowbellyad=0; The world's watching ads at Times Square (TOI Photo)NEW YORK: Hordes of tourists on Times Square getting into buses to do touristy things is a routine sight here. What's unusual and makes the affair a rather pretty one on a wet Saturday afternoon is a collage of faces of Indian dancers painted on buses in colours that scream 'Incredible India@60'.The occasion? India's most ambitious marketing attempt yet to showcase the country and its prowess to the world.
As the buses start moving out, it is impossible to sit in there and miss the four huge hoardings on Times Square — rather grandly called 'crossroads of the world' by New Yorkers — that let you know that 60 years after independence, "India's time has come". To drive the point home, 150 taxis plying the city have brightly lit neon hoardings announcing the celebrations.
If the taxis don't make the point clear that it's India everywhere, 120 panels at the imposing Grand Central station and 150 bus shelters in Manhattan will make sure New Yorkers and world leaders arriving in the city for the UN general assembly meetings won't forget India in a hurry.
"The one thing I've learnt about America is that it works on signals," said Sunil Mittal, chairman, Bharti Enterprises. "This event is meant to generate positive signals around India."