Asian Paints Sharad Shamman, the most famous Durga Pujo event in Kolkata, will observe its 40th anniversary in 2025 with the historic “Cholte Cholte 40” initiative, which turns the city’s yellow taxis into moving time capsules. Each cab is transformed into a multisensory window into its decade with lavishly painted exteriors and interiors designed as immersive spaces with wallpaper, textiles, and textures. Asian Paints is a symbol of upgrading the ordinary. These cabs collectively bring the cultural heritage of Asian Paints Sharad Shamman back to the streets of Kolkata, reinforcing the organization’s motto: A celebration of tradition, a festival of fervor.

This unique tribute to Kolkata was unveiled by Amit Syngle, MD and CEO of Asian Paints Ltd., and actors Abir Chatterjee and Sauraseni Maitra.

Asian Paints Sharad Shamman was established in 1985 after a newspaper ad changed the city’s perception of its celebration. Pujo was acknowledged for the first time as an act of design and creativity in addition to devotion. Three committees were honored with the Best Puja award in the first edition, and Asian Paints Sharad Shamman added more categories throughout time to reflect the festival’s growth: Best Artisan (Shrestho Protimashilpi), Best Puja (Shrestho Pujo), and Discovery of the Year (Bochorer Bismoy). By doing this, Sharad Shamman of Asian Paints has created a four-decade record that documents Pujo’s evolution.

Asian Paints used the yellow taxi, a symbol of Kolkata that has been integral to the city’s Pujo trips but is currently gradually vanishing from its streets, to commemorate these 40 years. For many years, these taxis hauled Asian Paints Sharad Shamman judges through congested side alleys, carried artisans from Kumartuli with straw and clay, and transported whole families on pandal-hopping routes. It was a tribute and a reinvention to reimagine them as art: 40 cabs, each symbolizing a decade of the awards, were turned into traveling archives. The pandal’s closeness is replicated inside the cabs with reflective Royale Glitz finishes, underseat lighting, Asian Paints Royale curtains and wallpaper, and UV accents.

Outside, the yellow is still discernible, covered with symbols from each decade and topped with the “Crown of Pujo”—a subdued homage to Asian Paints’ own high-shine heritage as well as Sharad Shamman’s reputation.

In order to create immersive settings that reflected each decade, the cabs’ interiors were designed utilizing Royale Glitz paints in conjunction with wallpaper and fabrics from Asian Paints’ own collections. Wallpapers were inspired by Sabyasachi’s Paris–Calcutta series, La Vie series, Magnolia Home series, Heartland series, and Solace series. The Paris–Calcutta series by Sabyasachi was one of the several textile collections from Asian Paints that were used to obtain the fabrics.

When combined with Royale Glitz finishes, these collections made sure that each taxi’s inside seemed true to its decade.

Sauraseni Maitra said, “I am glad to be a part of this initiative. This is the Oscar of Shrad Samman. Even today, whenever I go out pandal hopping with my mother, she mentions that we have to visit those pandals that have received the Asian Paints Sharad Samman. It is a prestigious honor for the pujo committees and also upholds the tradition and culture of Bengal. And on top of that, coming to the stage on a yellow taxi is an awesome experience. When I first started getting pocket money, I used to save up so that I could roam during the pujas in a yellow taxi. So many memories have again crossed my mind”.

Looking dapper in a dhoti and a Punjabi, Abir Chatterjee said, “In 2023, team Asian Paints had done the same thing with Kolkata trams. For citizens of Kolkata, trams and yellow taxis are part of the city’s heritage. And the effort of Asian Paints in preserving the heritage has been immense. Riding the yellow taxi brought back memories of my college days. Pocket money was limited, and we saved to spend it on riding the yellow taxi. It was a matter of pride and luxury for all of us”.

From recognizing the ingenuity of pandals to acknowledging the tireless efforts of artisans, sculptors, and committees who bring them to life, Asian Paints Sharad Shamman has celebrated the true spirit of Durga Puja in Kolkata for forty years. They are steadfast in their commitment to celebrating this spirit with depth, originality, and a connection to the city.

Priyanka Dutta