Description
For the 40th anniversary of Asian Paints Sharad Samman, the Oscars of Pujo, we didn’t build a pavilion. We created a cultural experience that moved with the heart of Kolkata. Our brief was to celebrate our 40 year role as a custodian of Bengali creativity. Our insight: the most powerful cultural experiences are born from the culture itself. Our activation became a rolling museum. We transformed 40 of Kolkata’s iconic yellow taxis, a fading symbol of pandal hopping nostalgia, into rideable time capsules. Each taxi was hand painted by contemporary artists to represent a decade of Pujo’s artistic evolution, from 1985 to 2025. This wasn’t an ad people watched, it was a memory they lived. A daily commute became a journey through time, while finding specific decade taxis sparked a city wide treasure hunt. Inside, immersive interiors featuring Royale Glitz made the brand a tactile part of the experience. We created a moving cultural archive the city made its own.
