Asian Paints has marked the 40th year of Sharad Shamman, which the brand claims has been more than an award and serves as Kolkata’s cultural archive, chronicling the artistry and imagination of Durga Pujo. To mark this milestone, Asian Paints presents 'Choltey Choltey Chollish', described by the brand as a one-of-a-kind initiative that transforms Kolkata’s yellow taxi into a travelling time capsule and a film that captures the soul of Pujo through the lens of four decades.
The film is said to be crafted as a stylised visual journey that blends nostalgia with innovation. Moving steadily through the years, it reportedly showcases the evolution of Pujo: from bamboo pandals and radio songs of the 1980s, to the rise of theme pandals in the 1990s, the introduction of social causes and global attention in the 2000s, and digital celebrations of today using AR and VR.
At the heart of the storytelling lies Kolkata’s yellow taxi, which the brand describes as reimagined into a moving canvas and doubling as the brand ambassador for Sharad Shamman’s 40th year. According to Asian Paints, as the taxi comes to life it invites a character named Gattu on a journey through four decades of Pujo’s creative transformation. The taxi’s surface reportedly changes with each decade, featuring hand-painted motifs and designs brought to life with Royale Glitz, each representing the creative style of that decade. The music and words in the film are said to reflect the different genres that were popular during Pujo in each decade. The yellow taxi is presented as a metaphor for Kolkata’s own journey, carrying forward the collective pride, artistry, and spirit of Pujo.
See the campaign film here:
The campaign also introduces what the brand claims is a fresh, youthful tonality to engage younger audiences and first-time Pujo celebrants. From its contemporary soundtrack to stylised visuals taking Gattu through decades, every element is described as designed to feel vibrant and immersive. This treatment is intended, according to the brand, to ensure that while the film honours tradition, it also communicates in a style appealing to today’s generation—energetic, imaginative, and visually engaging.
Speaking about the film, Amit Syngle, MD & CEO, Asian Paints said, “Festivals are reflections of their times, showing how societies evolve and express themselves. With 'Choltey Choltey Chollish', we wanted to mirror Kolkata’s journey and the way creativity, community and imagination have shaped Pujo across generations. The reimagined 40 yellow taxis bring this transformation to life across 4 decades. For Asian Paints, completing 40 years with Sharad Shamman is a way of honouring that creative spirit and keeping it alive in a form that resonates with every era. This film celebrates tradition while showing how it continues to inspire new voices and new expressions.”
Speaking about the film, Sujoy Roy, Chief Creative Officer – Ogilvy North, said, “With this film, we wanted to create more than a tribute—we wanted to create an experience. The yellow taxi became our storyteller, carrying with it four decades of Pujo’s transformation. This film is a love letter to Kolkata, to its traditions and its imagination, and to the enduring legacy of Sharad Shamman.”
With its cinematic treatment and layered storytelling, 'Choltey Choltey Chollish' is described by the brand as not simply a campaign film, but a cultural celebration paying tribute to the artisans, pandals, and people who have kept the spirit of Pujo alive across generations.
Asian Paints claims that through 'Choltey Choltey Chollish', it reaffirms its role as a custodian of Kolkata’s Pujo, celebrating not only the passage of time but the ongoing creativity that makes the festival a living, evolving expression of art.
