First brands, now individuals using Times Square for personal branding

Delhi: The government of India's "Incredible India" campaign kickstarted the trend in 2006 by becoming one of the first Indian brands to grace the billboards of Times Square, setting the ball rolling. 

Following suit, several other brands like Flipkart, ICICI Prudential, Vahdam, and Amul, alongside content platforms such as Pepper Content and Chingari, joined the lineup. 

However, the momentum didn't stop there; now, even celebrities and individuals are seizing the opportunity to secure a spot in this iconic advertising hub.

Personal branding is a big thing, said Samir Datar, Chief Strategy Officer, Crayons Advertising. “If one has the money to spend, they shoot for the stars,” he said.  

“Look Ma, I was featured on Times Square!,” Datar humorously remarked.

Aditya Goel Senior Vice-President of Connect Network told BestMediaInfo.com, added, “In the current times, individuals do not mind spending a huge amount at a place like Times Square, if it helps them to uplift their image.”

He continued stating that running a campaign at Times Square adds high value to the brand score and a wow factor to the overall campaign. Once the audience sees a campaign of a celebrity or influencer at such location, their perception of the individuals elevates which in turn helps them to increase their online social media following. 

Mitesh Kothari, Co-founder and Chief Creative Officer, White Rivers Media, stated, “Advertising in locations like Times Square or Burj Khalifa isn't just about exposure; it's about prestige and showcasing Indian creativity on a global stage.”

"Times Square is often referred to as 'The Big Apple,' and we do have an affinity for New York," expressed Datar. "We even like to liken Mumbai to New York. It's the epitome of visibility, and we have a fondness for all things ‘phoren’ (foreign)," remarked Datar.

In 2020, Akash Ahuja, an Indian-American artist, achieved a milestone by becoming the first Indian artist to feature on a Times Square billboard.

More recently, Ankita Lokhande from the television series "Pavitra Rishta" and a contestant from Big Boss 17 made her debut on a Times Square billboard. Sharing snapshots of her billboard appearance on Instagram, she captioned it with, "Guess who's stealing the spotlight at Times Square?"

Most recently, Aarti Samant, a brand consultant, was featured at the Times Square.

She took to Instagram to share her excitement:

View this post on Instagram

A post shared by Aarti Samant | Digital & Brand Marketing Consultant (@thesortedgirl)

Times Square, a bustling commercial hub situated in Midtown Manhattan, New York City, draws in approximately 50 million visitors each year.

Shradha Agarwal, Founder and CEO of Grapes asserted that this significant influx of 50 million visitors increases the prospect of engaging with a diverse international audience. 

On an average day in recent months, Times Square sees foot traffic ranging from 230,000 to 280,000 pedestrians, placing it among the world's busiest locations, stated Goel of Connect Network. 

Expanding on this, he emphasised, "This reach multiplies further when content is repurposed offline and then promoted online, helping brand engagement with audiences consuming or interacting with such content on the internet."

Contrastingly, Datar stated “As advertising reach for Indian brands, it is zero. But as a PR stunt and content gimmick that gets flashed across Social Media, it is huge.”

While the cost of a campaign hinges on factors such as content duration, frequency, billboard type, and loop duration, Goel shared that "Campaign expenses can range from $5,000 to $50,000 per day."

Highlighting the variability of advertising costs, Agarwal noted that they are subjected to several factors. The type of advertising medium plays a significant role where digital broadcasting costs more as compared to static display. Furthermore, factors such as the duration of the advertisement and its frequency are also considered in determining the overall cost. 

Fabian Trevor Cowan, Chief Growth Officer at Ideacafe agency stated, “There has been a significant increase in adoption of advertising on Times Square over the last 12-18 months.”

“The Indian Diaspora is a lucrative audience base, and with social sharing a thing now, brands get that much more bang for their buck when they are seen on iconic billboards at the location,” he added.  

“Times Square is perhaps defined as ‘The Big Apple’ and we do have a fancy for New York, said Datar. “We even like to equate Mumbai with New York. It is the most visible symbol. And we love all things ‘phoren’,” he said. 

Agarwal of Grapes, stated, “The role of Times Square has transcended its erstwhile capacity of just serving as a billboard.” Nowadays, it has become a hub for public events and entertainment 

The increasing number of individuals using the platform can be seen as an outcome of globalisation, stimulating them to build strong relationships with the audience residing overseas. 

In 2022, TSX Entertainment introduced the TSX app, a mobile-integrated entertainment platform. Debuted on New Year's Eve, the app's inaugural highlight - PixelStar - enables users to upload content for showcasing on a colossal 18,000 sq. ft. screen adorning the facade of the TSX Broadway building in Times Square. To achieve your literal 15 seconds of fame, one just has to download the TSX app, schedule the video, and pay $40. 

According to news reports, individuals from over six cities and 111 countries secured a slot to broadcast their 15-second videos on one of Times Square's largest screens when the feature was launched during New Year’s Eve.