Asian Paints puts 40 years of Sharad Shamman on Kolkata’s Yellow Taxis

Asian Paints has unveiled a unique OOH initiative to mark the 40th year of its Sharad Shamman — “Cholte Cholte 40”. The campaign transforms 40 of Kolkata’s iconic yellow taxis into moving canvases, each showcasing artwork that captures the spirit of Durga Puja across four decades. 

These taxis, painted with vibrant depictions of Pujo traditions and celebrations, will travel through the city’s streets, turning everyday commutes into reminders of the festival’s evolving artistry. From the handmade styles of the 1980s to the theatrical spectacles of the 2000s and the bold, digital themes of today, each vehicle carries a story of how the city’s most celebrated festival has reinvented itself over the years. 

By choosing yellow taxis — once synonymous with Kolkata’s pandal rounds and festive journeys — Asian Paints has used a familiar urban medium as the carrier of its tribute. The activation ensures visibility across the city during Durga Puja, placing 40 years of Sharad Shamman in motion through the heart of Kolkata’s festive crowds. 

Through this OOH initiative, Asian Paints reinforces its long association with Durga Puja while keeping the Sharad Shamman legacy alive in the public domain — on the move, and on the streets where the city celebrates.