Description
How do you create outdoor advertising for a 40th anniversary when a city is saturated with festival ads? You don’t. You become the festival’s moving landscape. To celebrate the 40th year of the Asian Paints Sharad Samman—our awards for Durga Pujo’s creative excellence—we skipped traditional posters and billboards. Our canvas became Kolkata's iconic yellow taxis. We transformed 40 taxis into topical, moving artworks. Each was a hand-painted "time capsule" representing a decade of Pujo’s artistic evolution from 1985 to 2025. These rolling galleries turned daily commutes into a cultural treasure hunt. The interiors featured our Royale Glitz range, making each ride an immersive brand experience. This generated massive organic visibility and deep emotional engagement, proving the most powerful outdoor advertising isn't a poster on a wall, but a story woven into the fabric of the city itself.
