Description
For the 40th anniversary of Asian Paints Sharad Samman, the “Oscars of Pujo,” our outdoor campaign faced a choice: add to Kolkata’s festive clutter or become part of its culture. We chose culture. No billboards. No banners. Our canvas was the city’s most iconic moving medium, the yellow taxi. We transformed 40 of these vanishing emblems into a rolling museum. Each taxi was a hand painted artwork by contemporary artists, representing a decade of Durga Pujo’s creative evolution from 1985 to 2025. Inside, Royale Glitz created an immersive brand experience. This wasn’t a passive ad, but a mobile art gallery that turned commutes into cultural treasure hunts. The taxis became the festival’s most sought after rides, driving organic visibility and emotional connection. By turning the vehicle into the medium, we proved outdoor works best when it becomes part of culture.
