Yellow Taxis, Vibrant Tales: Asian Paints Drives 40 Years Of Sharad Shamman Creativity Through Kolkata

Image Source : Caleidoscope

For four decades, Asian Paints Sharad Shamman has been more than an award—it has been a vibrant cultural archive chronicling the evolution of Kolkata’s Durga Pujo celebrations. To mark this 40th milestone, Asian Paints launched a unique and immersive initiative titled “Choltey Choltey Chollish,” transforming the city’s iconic yellow taxis into travelling time capsules that tell the story of Pujo’s creative journey through the last four decades.

A Glimpse Into The Festive Transformation

The project brings to life Kolkata’s beloved yellow taxis, reimagined as moving canvases adorned with hand-painted motifs reflecting the spirit and creative excellence of each decade from the 1980s to today. Each taxi serves not only as a visual spectacle but also as a multisensory experience—interiors designed with wallpapers, fabrics, and lighting from Asian Paints’ Royale collection invoke the intimacy and vibrancy of Pujo pandals from different eras.

Key Highlights Of The Celebration

Cultural Chronicle Through Art: The taxis depict the dynamic transformation of Durga Pujo—from simple bamboo pandals and radio songs of the 1980s to today’s multimedia, augmented and virtual reality experiences.

Collaborative Creativity: Esteemed Kolkata personalities like Abir Chatterjee and Sauraseni Maitra graced the unveiling of this tribute, highlighting its deep cultural resonance.

Celebrating And Preserving Tradition: The initiative pays homage to the enduring yellow taxi’s role in ferrying families, artisans, and judges through the festive labyrinth of Pujo’s past and present.

Artistic Excellence Across Decades: The handpainted exteriors and elaborate interiors blend motifs from iconic local symbols—the tiger, owl, chai glasses, and alpona—with contemporary design idioms, showcasing Kolkata’s spirit.

The Driving Force Behind The Project: Amit Syngle, MD and CEO of Asian Paints Ltd, emphasized that the Sharad Shamman has become a living chronicle of Kolkata’s creative energy and that the taxi project embodies a “Royale Tribute to Kolkata.”

Inside The Taxis: A Moving Gallery Of Memories

Inside each taxi, intricately crafted wallpapers and fabrics from renowned artists’ collections become immersive portals to different decades of Pujo celebrations. The interiors feature signature elements like UV lighting and reflective finishes, recreating the warmth and artistic fervour of pandals, while a soundtrack of popular Pujo music rounds out the experience.

Honouring The People Behind The Scenes

This immersive tribute also recognizes the hardwork of yellow taxi drivers whose vehicles have been the arteries of Pujo journeys for generations. Their role as custodians of tradition is celebrated alongside the artisans, painters, carpenters, and designers who crafted this exceptional project.

A Lasting Legacy Of Creativity And Community

Asian Paints Sharad Shamman began in 1985 with a vision to celebrate not only devotion but also the creativity that makes Durga Pujo a cultural phenomenon. Over 40 years, it has evolved into a prestigious platform honouring best pujas, new discoveries, and master artisans, deeply intertwined with Kolkata’s identity.

Conclusion

Asian Paints’ 40th year celebration of Sharad Shamman in Kolkata is a remarkable fusion of tradition, art, and innovation. Through “Choltey Choltey Chollish,” the iconic yellow taxis of Kolkata have found a new life as vibrant storytellers of Pujo’s rich creative heritage, making this year’s festivities a truly joyous ride for the city.

Sources: The Tribune India, ANI News, Asian Paints official statements, Instagram posts, Deccan Chronicle.