Asian Paints has commemorated 40 years of its iconic Sharad Shamman celebration with a deeply evocative tribute titled “Cholte Cholte 40 – A Royale Tribute to Kolkata.” At the heart of this initiative are forty yellow taxis—once ubiquitous companions of Pujo—that have been transformed into mobile archives of design and devotion. Each taxi represents a decade of Pujo creativity, with exteriors painted in layered motifs and interiors adorned with wallpapers, fabrics, and textures from Asian Paints’ Royale collections, including collaborations with Sabyasachi and Magnolia Home. These taxis are not just vehicles; they are immersive experiences that carry the memory of Kolkata’s evolving cultural landscape.
Amit Syngle, MD and CEO of Asian Paints Ltd. said, “When Asian Paints Sharad Shamman began in 1985, it set out to honour the imagination of Pujo. Forty years later, it has become a living chronicle of Kolkata’s creative spirit. For us at Asian Paints, Kolkata has always been more than a city; it has been a muse, shaping our understanding of colour as culture and of homes as worlds of meaning. On this milestone year, the yellow taxi felt like the most fitting tribute. An everyday companion of Pujo that has carried families.”
The tribute was unveiled with the presence of West Bengal personalities Abir Chatterjee and Sauraseni Maitra, alongside Syngle. Each taxi was designed by a contemporary artist to reflect the spirit of its decade. Bikramjit Paul captured the shift from elite to community Pujo in the 1985–1995 taxi, Meenakshi Sengupta painted the theatrical vibrancy of 1995–2005, Sayan Mukherjee celebrated the rise of thematic pandals in 2005–2015, and Srishti Guptaroy embraced the digital, global, and hyperlocal nature of 2015–2025. The interiors were curated with Royale Glitz finishes and textiles that evoke the mood of each era.
“For us at XXL, the tram and now the yellow taxi projects for Asian Paints have been about extending the ethos of Sharad Shamman, celebrating creative excellence in Pujo and returning it to the city in new ways. But beyond the archive, this has also been an act of gratitude. We thank Asian Paints for their trust and custodianship, the four artists for their distinct visions, and every single person — from fabricators and carpenters to painters and installers who made this possible. Above all, this project is also an homage to the yellow taxi drivers of Kolkata, who have carried generations through Pujo nights. In giving these taxis a second life as cultural carriers, we also honour their labour, their memory, and their place in the city’s story.” — Rutva Trivedi, Design Director, XXL Collective.
This tribute follows Asian Paints’ 2023 tram installation, continuing the brand’s commitment to embedding creativity into Kolkata’s everyday icons. “Cholte Cholte 40” is more than a campaign—it’s a journey through four decades of imagination, told one taxi at a time.
