Asian Paints Marks Sharad Shamman's 40th Year With 'Choltey Choltey Chollish'
Asian Paints marks the 40th anniversary of its Sharad Shamman with a unique initiative, 'Choltey Choltey Chollish'. This campaign breathes fresh life into Durga Pujo celebrations, engaging younger audiences and first-time participants.
The campaign, a cultural celebration, pays tribute to Pujo's artisans, pandals, and enthusiasts who have kept its spirit alive. Asian Paints, as the festival's custodian, reaffirms its commitment to preserving Kolkata's timeless creativity.
At the heart of the initiative is Kolkata's iconic yellow taxi, transformed into a moving canvas and brand ambassador for the 40th year of Asian Paints Sharad Samman. Amit Syngle, MD & CEO of Asian Paints, shares that the campaign honours Pujo's creative spirit and ensures its longevity across generations.
The campaign's film, 'Asian Paints Sharad Shamman: Cholte Cholte Chollish - A Royale Tribute to Kolkata', captures Pujo's evolution over four decades. From bamboo pandals and radio songs of the 1980s to today's digital celebrations with AR and VR, the film is a moving time capsule created in collaboration with Ogilvy. Sujoy Roy, Chief Creative Officer - Ogilvy North, describes it as a love letter to Kolkata and its traditions.
Asian Paints' 'Choltey Choltey Chollish' initiative, marking the 40th anniversary of Sharad Shamman, is a vibrant celebration of Durga Pujo's spirit and evolution. Through the iconic yellow taxi and a captivating film, the campaign honours Kolkata's Pujo traditions and ensures they remain alive for generations to come.
