Description
For 40 years, our brand-owned IP, the Asian Paints Sharad Samman, has been the "Oscars of Pujo." To celebrate its 40th anniversary, we had to create a new, living brand experience worthy of this legacy. Our solution: The "Choltey Choltey Chollish" rolling museum, a new IP designed to archive our history. We transformed 40 of Kolkata’s iconic yellow taxis into rideable artworks. Each hand-painted taxi was a time capsule, archiving a decade of Pujo's artistic evolution from 1985-2025. This wasn't an event you attended; it was a cherished cultural experience you hunted for on the streets. A simple commute became an immersive journey, with interiors featuring our Royale Glitz paint. We didn't just remind people of our legacy IP; we created a new one that the city embraced as its own, turning our 40-year history into a moving story that Kolkata paid to experience. This is brand ownership that serves, not interrupts, culture.
