Description
How do you make a 40 year legacy feel new? For the 40th anniversary of Asian Paints Sharad Samman, our award championing Pujo artistry, we launched an integrated campaign where the audience could live the story across channels. Our brief was to connect with youth while honouring four decades of history. The solution was “Choltey Choltey Chollish” (40 Years in Motion). THE HOOK (FILM): We began with a stylized animated film, taking viewers on a journey through 40 years of Pujo’s creative evolution. This digital asset set the narrative and created initial buzz. THE HEART (OOH/EXPERIENCE): We then brought the story from the screen to the streets. 40 of Kolkata’s iconic taxis were transformed into a rolling museum, each hand painted as a rideable time capsule representing a specific decade. THE AMPLIFIER (DIGITAL/UGC): This physical activation became our most powerful digital engine. It sparked a city wide treasure hunt, driving organic UGC and PR as people discovered, rode in and shared
