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ISLAMABAD: Pakistani classical singer Mai Dhai was recently featured on the iconic billboard at Times Square in New York City, becoming the latest celebrity from the country to be advertised at the prestigious venue.

Known for its iconic digital billboards and advertisements featuring images of celebrities and a variety of well-known brands, Times Square in the heart of New York City is considered one of the most trafficked places in the world.

Dhai, a 70-year-old singer who hails from southern Tharparkar district of Pakistan, known for its desert landscape and cultural diversity, belongs to the Muslim Manganhar community. The Manganhars are a famous singing community living in Tharparkar district of Pakistan and Rajasthan state of India, both areas connected by the common border of the two countries.

“A voice like the cuckoo’s reaches Times Square directly,” Spotify Pakistan posted on Instagram on Saturday, sharing a picture of Dhai on a vertical billboard in Times Square. “Listen to Mai Dhai on the playlist #EQUALPAKISTAN.”

Spotify’s Equal Pakistan initiative aims to promote both established and emerging female artists and recognize their talent and contribution to the country’s music industry.

Dhai garnered critical acclaim after performing at a number of popular Pakistani music festivals. However, she rose to fame across Pakistan in 2016 after she debuted on Coke Studio Season 8 with her two songs “Aankhaṛli Phaṛookai” and “Kadi Ao Ni” featuring artists Karam Abbas Khan and Atif Aslam and received critical acclaim.

In October 2023, Pakistani musician and singer Talal Qureshi was also featured on a Spotify billboard in Times Square, as the music platform and streaming app used the billboard to promote Qureshi’s 2023 album “Turbo.”

Celebrated for his seamless fusion of traditional Pakistani music with modern electronic sounds, Qureshi is known for popular hits such as “Peechay Hut”, “Hico”, “Faltu Pyar” and “Paisa”.