Description
To celebrate the 40th anniversary of Asian Paints Sharad Samman, our awards for Durga Pujo artistry, we skipped traditional advertising for a guerrilla activation embedded in Kolkata's soul. Our idea: No billboards. No banners. Just taxis. We hijacked the city's most iconic—and vanishing—emblem: the yellow taxi. We transformed 40 of them into "Choltey Choltey Chollish," living, moving time capsules. Each taxi was a hand-painted masterpiece by an artist, archiving a decade of Pujo's creative evolution from 1985-2025. This surprise street-level stunt turned Kolkata into a gallery and commutes into a city-wide treasure hunt. Passengers could ride inside these rolling artworks, experiencing immersive interiors featuring our Royale Glitz textures. The activation generated massive organic buzz and emotional connection by turning a mundane ride into a shared cultural moment. We became an unmissable part of the festival's fabric, not just an advertiser on the sidelines.
