Asian Paints Celebrates 40 Years of Sharad Shamman with Iconic Kolkata Taxi Branding

To mark the 40th anniversary of its legendary Sharad Shamman initiative, Asian Paints has unveiled a vibrant outdoor campaign that transforms Kolkata’s iconic yellow taxis into rolling artworks.

Each of the 40 branded taxis celebrates one year of Durga Puja through unique visuals and motifs, making the streets of the city come alive with nostalgia, artistry, and cultural pride.

This campaign is more than advertising—it is a tribute to four decades of Kolkata’s artistry, community spirit, and Durga Puja’s magic.

?️ Why Kolkata Yellow Taxis?

Kolkata’s yellow taxis are more than vehicles—they are cultural symbols, woven into the daily lives and visual memory of the city. By using them as creative canvases, Asian Paints ensures:

• Maximum visibility – Taxis traverse high-traffic areas, reaching lakhs of commuters and pedestrians daily.

• Cultural relevance – The yellow taxi is synonymous with Kolkata, just like Durga Puja itself.

• Mobile storytelling – Each ride becomes an opportunity to showcase heritage and artistic milestones.

• Mass appeal – From locals to tourists, everyone encounters this moving tribute.

The campaign unites functionality, nostalgia, and visual art in a way few mediums can.

? 40 Years of Sharad Shamman: A Cultural Journey

For four decades, Asian Paints’ Sharad Shamman Awards have recognized and celebrated the most artistic and innovative Durga Puja pandals across Kolkata.

• The awards have elevated pandal artistry into a recognized craft.

• They have become a benchmark of prestige for committees and artisans.

• Through this initiative, Asian Paints has created a lasting bond with the city’s cultural fabric.

This year’s taxi campaign acts as a rolling museum of memories, reminding Kolkatans of the brand’s long-standing role in celebrating their biggest festival.

? Campaign Objectives

1. Celebrate 40 years of Sharad Shamman with a public tribute.

2. Engage Kolkatans emotionally by embedding the campaign into their daily commutes.

3. Strengthen Asian Paints’ cultural connect beyond just a decorative brand to a festival partner.

4. Ensure mobile visibility during the busiest festive season in Kolkata.

?️ Creative Execution

• Taxi exteriors: Wrapped with vibrant Durga Puja-themed designs representing different decades.

• Nostalgic storytelling: Each taxi is unique, narrating a different visual story.

• Bold branding: Asian Paints’ logo is integrated seamlessly, keeping the focus on art and culture.

• Public gallery: Together, the 40 taxis form a moving art installation across the city.

The campaign ensures Kolkatans don’t just see an ad—they experience a cultural celebration on wheels.

? Impact Potential

• Audience reach: Lakhs of impressions daily across Kolkata’s busiest roads.

• High dwell time: Taxis in traffic allow pedestrians and nearby vehicles to absorb the creative.

• Tourist connect: Visitors during Durga Puja season experience Kolkata’s unique art integration first-hand.

• Social buzz: Taxis as canvases naturally invite photos, shares, and conversations online.

By integrating art with mobility, Asian Paints ensures 360-degree recall across physical and digital channels.

? The MyHoardings Perspective: OOH as Cultural Storytelling

At MyHoardings, we believe this campaign is a masterclass in cultural branding via OOH:

✅ Medium and message match – Yellow taxis are as iconic to Kolkata as Durga Puja.
✅ Long-term association – Sharad Shamman’s 40 years bring authenticity and heritage.
✅ Experiential OOH – Moving canvases blur the line between art and advertisement.
✅ Seasonal amplification – Festive moments are perfect for bold, emotional campaigns.

It demonstrates how OOH can be more than media—it can be part of the culture itself.

? Want to Create Festive Impact with OOH?

At MyHoardings, we help brands leverage India’s festivals and cultural moments with powerful outdoor media.

We offer:

• ? Transit media branding (taxis, autos, buses, metros).

• ?️ Iconic city hoardings & billboards.

• ✈️ Airport & railway advertising.

• ? Experiential activations during festivals.

? Call/WhatsApp: +91 995384-7639
? Email: business@myhoardings.com
? Visit: www.myhoardings.com

? Conclusion: A Tribute on Wheels

With its 40th Sharad Shamman celebration, Asian Paints has painted Kolkata’s yellow taxis into cultural storytellers.

The campaign not only highlights four decades of partnership with Durga Puja but also ensures the brand continues to be seen as an integral part of the city’s festive soul.

For Kolkatans, every ride is now a reminder that Asian Paints isn’t just about colour—it’s about celebrating traditions, artistry, and heritage.