Description
For the 40th anniversary of Asian Paints Sharad Samman, the Oscars of Pujo, our challenge was to celebrate a 40 year legacy in Kolkata without feeling stuck in the past. We needed an integrated campaign that resonated with the city’s soul. Our idea: “Choltey Choltey Chollish” (40 Years in Motion), a story that moved seamlessly across channels. 1. FILM: We launched with a regional film, a digital time machine that took viewers through four decades of Pujo’s creative evolution. This set the story. 2. ACTIVATION & OOH: The story then moved from screen to street. We transformed 40 of Kolkata’s iconic yellow taxis into a rolling museum. Each hand painted taxi was a mobile time capsule representing a decade from 1985 to 2025. 3. DIGITAL & UGC: This hyper local activation became our digital engine. It sparked a city wide treasure hunt, fuelling organic social conversation as people discovered and shared their experiences. The film told it. The city lived it.
