Asian Paints Celebrates Kolkata's Durga Pujo in Style with 'Choltey Choltey Chollish'
Asian Paints, India's leading paint company, celebrates its 40th anniversary in Kolkata with a unique initiative, 'Choltey Choltey Chollish'. This project transforms the city's iconic yellow taxi into a time capsule and creates a film capturing the spirit of Durga Pujo over four decades.
The film, directed by Anindya Chatterjee, is a stylised visual journey showcasing the evolution of Durga Pujo. It starts with bamboo pandals and radio songs in the 1980s, moving through the decades to digital celebrations with AR and VR today. The taxi, reimagined as a moving canvas, transforms with each decade's motifs and designs using Asian Paints' Royale Glitz range.
The campaign introduces a fresh, youthful tonality to engage younger audiences and first-time Pujo celebrants. It features a contemporary soundtrack and playful visuals, paying tribute to artisans, pandals, and people who have kept the spirit of Pujo alive. Sujoy Roy, Chief Creative Officer - Ogilvy North, describes the film as a love letter to Kolkata, its traditions, and its imagination.
Asian Paints, with a consolidated turnover of ₹338 billion and operations in 14 countries, reaffirms its role as a custodian of Kolkata's Pujo. The 'Choltey Choltey Chollish' initiative mirrors the city's journey, celebrating the way creativity, community, and imagination have shaped Pujo across generations. Amit Syngle, MD & CEO of Asian Paints, sees this project as a reflection of the company's commitment to preserving and promoting the city's cultural heritage.
