Description
For the 40th anniversary of Asian Paints Sharad Samman, our award for Pujo artistry, our challenge was to art direct four decades of cultural evolution. Our canvas wasn't a page or a screen; it was Kolkata's most iconic moving object: the yellow taxi. We commissioned four contemporary artists to transform 40 taxis into a 'rolling museum.' The art direction was a monumental task of historical curation. Each vehicle was meticulously designed—exterior and interior—to be a time capsule for a specific decade from 1985 to 2025, capturing its unique visual soul. The art direction extended inside, creating immersive portals with our Royale Glitz textures and curated fabrics, turning the cab into a 360-degree art piece. This was art direction in motion. We didn't just create visuals; we created a rideable, multi-sensory archive, turning a mundane commute into a curated journey through art history and making the brand’s products an integral part of the aesthetic experience.
