Asian Paints Celebrates 40 Years of Sharad Shamman with Kolkata's Iconic Taxi Time Capsule
Asian Paints, India's leading and Asia's second-largest paint company, has launched a unique initiative to celebrate its 40th anniversary of Sharad Shamman. The campaign, 'Choltey Cholte Chollish', transforms Kolkata's iconic yellow taxi into a travelling time capsule and film capturing four decades of Durga Pujo. The film serves as a love letter to Kolkata and its traditions, as described by Sujoy Roy, Chief Creative Officer - Ogilvy North.
The campaign, directed by an undisclosed creative head, pays tribute to artisans, pandals, and people who keep the spirit of Pujo alive. It introduces a fresh, youthful tonality to engage younger audiences and first-time Pujo celebrants. Kolkata's yellow taxi, the brand ambassador for the 40th year of Asian Paints Sharad Samman, takes viewers on a journey through time. The film showcases the evolution of Pujo from simple bamboo pandals in the 1980s to elaborate, digital celebrations today. Asian Paints, offering a wide range of paints and interior decor solutions, aims to honor Kolkata's creative spirit and keep it alive across generations, as stated by Amit Syngle, MD & CEO.
Asian Paints' 'Choltey Cholte Chollish' initiative celebrates the 40th anniversary of Sharad Shamman. The campaign, a tribute to Kolkata's creative spirit and Pujo traditions, engages younger audiences and showcases the evolution of the festival over four decades. The initiative, using Kolkata's iconic yellow taxi as a time capsule, leaves a lasting impression on viewers.
