Description
For the 40th anniversary of Asian Paints Sharad Samman, the "Oscars of Pujo," our outdoor campaign for Kolkata used no billboards. Our canvas was the city's most beloved icon: the yellow taxi. We transformed 40 taxis into a "rolling museum." Each was a hand-painted time capsule, designed by contemporary artists to represent a specific decade of Durga Pujo’s artistic evolution, from 1985 to 2025. The exteriors were public art; the interiors were an immersive portal featuring our Royale Glitz paint. This wasn't an ad interrupting the festival; it became a celebrated part of it. These moving artworks turned commutes into a cultural treasure hunt, becoming the city’s most sought-after rides. By embracing a nostalgic city emblem, we created regional outdoor that didn't just get seen—it was felt, shared, and celebrated.
