Description
How do you make a 40-year legacy relevant? To celebrate the 40th anniversary of Asian Paints Sharad Samman, our award for Pujo artistry, we reimagined creator marketing. Instead of hiring influencers, we empowered cultural creators. Our innovation was the platform we gave them: Kolkata's iconic yellow taxi. Four contemporary artists were commissioned not to post, but to create. They transformed 40 taxis into moving artworks, each a time capsule representing a decade of Pujo’s evolution from 1985-2025. These rolling galleries, showcasing our Royale Glitz paint, sparked a city-wide treasure hunt. The creators didn't just generate posts; they created celebrated cultural artifacts that people actively sought out, driving massive organic engagement and bridging generational gaps. This was creator marketing that moved beyond the feed, becoming a tangible and celebrated part of the city's festive fabric.
