Description
For the 40th anniversary of Asian Paints Sharad Samman, the Oscars of Pujo, our brief was to celebrate a 40 year legacy without turning it into a history lesson. We created “Choltey Choltey Chollish”, not just an ad, but a living piece of culture. The idea took the form of a rolling museum, where four contemporary Bengali artists transformed 40 of Kolkata’s iconic yellow taxis into mobile art installations. Each hand painted taxi became a time capsule, capturing a decade of Durga Pujo’s artistic evolution from 1985 to 2025. This wasn’t content to be watched, it was meant to be experienced. The taxis sparked a city wide treasure hunt, turning everyday commutes into immersive journeys through time. Inside, the use of Royale Glitz made the brand a tactile part of the experience. The content became the conversation. By creating something the city could engage with and take pride in, the campaign proved that the most powerful regional content is what people embrace as their own story.
