Description
To celebrate the 40th anniversary of its Sharad Samman awards—which honour creative excellence in Kolkata's Durga Pujo—Asian Paints needed to connect with a new generation without feeling dated. Our solution: No billboards. No banners. Just a rolling museum. We transformed 40 of Kolkata's iconic yellow taxis into moving art installations. Each hand-painted taxi was a "travelling time capsule," representing a decade of Durga Pujo's artistic evolution from 1985 to 2025. The interiors became an immersive point of purchase, featuring our Royale Glitz paint range. This ambient outdoor campaign turned a daily commute into a cultural experience. The taxis became the festival's most sought-after rides, generating massive organic visibility and deep emotional engagement. By turning a vanishing city icon into a moving gallery, we proved that outdoor advertising can serve culture instead of just interrupting it, reaffirming our role as a custodian of heritage.
