LOVETC paints Kolkata’s Durga Puja in lilac with taxi branding campaign

This Durga Puja, Kolkata’s iconic yellow taxis turned lilac, as beauty brand LOVETC rolled out a disruptive out-of-home (OOH) campaign across the city. The five-day initiative transformed the festive streets into moving brand installations, ensuring high visibility amid the massive pandal-hopping crowds.

Founded earlier this year by Ananya Birla, LOVETC opted for taxi branding to move beyond static billboards and create an immersive, mobile brand presence during one of India’s biggest cultural celebrations. The lilac makeover gave the city’s yellow taxis a striking look,
blending with the vibrancy of Puja while making the brand stand out in peak traffic and crowded hotspots.

By combining taxi branding, influencer content, and interactive promotions, LOVETC’s Durga Puja campaign showcased how OOH can evolve into a cultural experience—turning the city itself into a brand stage.