Asian Paints - The Yellow Taxi Project

We archived four decades of Durga Pujo's evolution—from simple 1980s pandals to today’s digital installations—through two main elements: a stylized film featuring the mascot Gattu and the transformation of 40 iconic yellow taxis into moving art installations. These taxis, painted with the brand's Royale Glitz, acted as "travelling time capsules," honoring artisans and bridging generations. The campaign met its goals by generating high visibility and engagement, proving that creativity that truly serves culture, rather than interrupting it, is highly effective.