Asian Paints Celebrates Kolkata's Pujo Evolution in 'Choltey Choltey Chollish' Campaign
Asian Paints, India's leading paint company, has launched a fresh campaign 'Choltey Choltey Chollish' to engage younger audiences and first-time Durga Pujo celebrants. The initiative transforms Kolkata's iconic yellow taxi into a travelling time capsule and presents a film capturing Pujo's soul over four decades.
The film, created by Souvik Dey, is a stylised visual journey showcasing Pujo's evolution from bamboo pandals in the 1980s to digital celebrations today. Amit Syngle, MD & CEO of Asian Paints, sees this as a reflection of Kolkata's journey and societal evolution. Sujoy Roy, Chief Creative Officer - Ogilvy North, describes the film as a love letter to Kolkata's traditions and imagination.
Asian Paints, with a consolidated turnover of ₹338 billion, offers a wide range of products including Modular Kitchens, Bath Fittings, and Decorative Lightings. The company reaffirms its role as a custodian of Kolkata's Pujo, celebrating the timeless creativity that makes the festival a living, breathing work of art.
Asian Paints' 'Choltey Choltey Chollish' campaign marks the 40th year of Asian Paints Sharad Samman, serving as Kolkata's cultural archive for Durga Pujo. The initiative transforms the city's yellow taxi into a moving canvas and brand ambassador, capturing the essence of Pujo's evolution over four decades.
