The last weekend of October saw two of the largest Diwali celebrations in the UK mark the festival of lights with huge crowds of revellers, traditional singing and dancing and ornately decorated floats.

Both Brent Diwali and Diwali on the Square, which took place on Saturday 30th and Sunday 31st October respectively, were sponsored by Zee Network. The Network put its full marketing muscle behind both events to ensure all expectations in terms of attendance were surpassed. They did not disappoint. Whilst official attendance figures for both events are yet to be released it is rumoured that both attracted a record number of people, despite the weather.

Zee has backed both events over the past months with a relentless integrated marketing campaign, leveraging not only its airtime power but harnessing its digital presence too. Zee reaches every South Asian community and can be credited with attracting such massive crowds through a heavy-weight campaign, the results of which were appreciated by the organisers.

“Through Zee TV’s vast coverage and foothold amongst the South Asian population, Diwali on the Square 2010 was able to spread the happiness and joy, shared by many nationalities present on the square on the day, with many more that will enjoy the highlights on Zee Network,” said Nil Kumar from the Diwali in London Committee. Zee also played a major role in bringing some of the biggest stars of the Mayor of London’s Diwali on the Square. However, Jay Sean, who would have been the biggest star bought in by the network, was unable to attend due to security concerns.

The UK’s biggest cross-over singer song-writer Jay Sean was due to make a special surprise appearance, courtesy of Zee. His appearance had been kept unwraps, but the social network rumour mill kicked in, and given Zee’s reputation for pulling in the crowds, proven by the huge crowds that turn up for events such as Zee Carnival, concerns were raised over security issues. Organisers monitored the growing crowds throughout the day and at the eleventh hour decided in the interest of crowd safety that Jay Sean should not appear.

“Zee is of course disappointed that Jay Sean could not join the Diwali celebrations in Trafalgar Square, especially as the network has a long history with the star, who has previously performed at Zee Carnival, but we recognise that the safety is paramount. It’s important that the success of the event and message of Diwali is not overshadowed by this. We have worked hard with the Mayor of London to put on an amazing event and have had thousands of happy customers at the Zee stall throughout the day. Both events have been a great opportunity for us to showcase all that Zee has to offer. Zee wishes to congratulate the GLA and Brent Council on organising such superb events,” said Govind Shahi, Head of Business for Zee Network, Europe.

For those die-hard Jay Sean fans look out for his special Diwali message only on Zee Network channels.

For anyone who was unable to attend this weekend’s celebration you can catch all the action, including exclusive interviews, across the Zee Network.

Special Diwali programmes on Zee Network:

Zee TV – Out & About
Diwali on the Square Special - Saturday 6th November @ 17:30
Brent Diwali Special - Saturday 13th November @ 17:30

Zee Café – Out & About
Diwali on the Square - Sunday 14th November @ 16:30
Brent Diwali Special - Sunday 14th November @ 16:30

Zing – Brits Bollywood
Diwali on the Square Special - Sunday 14th November @ 11:30

Also this Diwali don’s miss
Zee TV “Action Replayy Dhinchak Diwali” - Sunday 7th November @ 21:00 – a star-studded evening with crackling performances by Akshay Kumar, Aishwarya Rai and Neha Dhupia along with Zee TV’s own stars

*Timings subject to change