For nearly four decades, Asian Paints has been an inseparable part of Kolkata’s vibrant Durga Pujo celebrations through Sharad Shamman. Asia...
For nearly four decades, Asian Paints has been an inseparable part of Kolkata’s vibrant Durga Pujo celebrations through Sharad Shamman. Asian Paints truly immerses itself in the rich culture of Bengal, embodying the essence of a ‘sholo ana Bangali’ brand. This time Asian Paints introduces two meaningful creative enhancements, meticulously crafted to capture the very soul of West Bengal.
For the first time ever, Asian Paints has launched a special heritage-inspired festive pack for their luxury interior paint, Royale Glitz. It has also orchestrated a magnificent transformation of Kolkata’s iconic tram from Tollygunge to Ballygunge into a living canvas, celebrating Kolkata tram’s 150th year.
The heritage-inspired limited edition festive pack for Royale Glitz features an exciting, augmented reality (AR) integration, allowing customers to immerse themselves in the rich cultural tapestry of West Bengal. With a simple scan of the Royale Glitz can, consumers can embark on a virtual journey through the state’s heritage, witnessing its art, music, cuisine, dance, and architecture come to life in stunning augmented reality. The artwork in the AR features the Royal Bengal Tiger, the Howrah Bridge, the ever-famous Ilish fish, Bankura Horse, Chau Dance, Alpana Art and much more.
Kolkata’s iconic tram, dating back to 1873, is a symbol of the city’s history and charm. To celebrate this milestone, Asian Paints has given the tram from Tollygunge to Ballygunge a remarkable makeover coinciding with this month of celebration. The tram on the Tollygunge route covers all the famous areas known to have historic and significant Pujo pandals, making it the ideal choice for this transformation.
Asian Paints has beautified the two bogies. The exteriors of the first bogie capture the extraordinary 38-year journey of Asian Paints Sharad Shamman (APSS) in Kolkata. It features hand-painted artworks honouring Kumartuli – the traditional potters’ quarter in North Kolkata where Durga idols are sculpted. It also encapsulates Sindoor khela and Dhunuchi dance. The exterior artwork showcases the first print advertisement and the first winning pandal. The bogie also highlights the unique stories featured in ‘People of Pujo’ – a documentary series capturing the lives and passions of those who make Pujo the celebration what it is! On the tram we see a visually impaired artist who has commendable skills and women dhakis who challenge the masculine stronghold of the performing arts.Inside the bogie, the makeover includes Pujo decor with cane installations, Alpona art, and a museum-style visual narrative of APSS’ transformative journey. Interactive elements and QR codes engage visitors with “People of Pujo” stories, allowing consumers to explore the stories of the people behind Durga Pujo festivities as they enjoy the tram ride.
The second bogie which is the Royale Glitz bogie, transports passengers to a heritage Kolkata location, mirroring the luxurious appeal of the paint. The interiors boast the ultra-sheen finish of Royale Glitz and offers a Glitz photo booth for an immersive experience. The exteriors are inspired by West Bengal’s culture and landmarks, featuring augmented reality elements. The artwork on this bogie reflects the dramatic elements of the packaging.
During the launch on Friday Amit Syngle, CEO and MD, Asian Paints Limited, shared, “Since 1985, Asian Paints has been an integral part of West Bengal’s Durga Puja festivities through Asian Paints Sharad Shamman. It has been able to add to infuse creativity & thematic excellence across Pujo Pandals & allowed us to be a part of the celebration in a special way. This year, we are taking our celebrations to the next level with creative initiatives that pay tribute to the culture and traditions of West Bengal. We believe in making art accessible for all and we are sure that this tram-beautification initiative will also add to the legacy of Bengal in an extremely meaningful way.”
Asian Paints got on board XXL Collective from the St+art India family as creative partners for the unique transformation of the tram. Talking about the artwork, Arjun Bahl, Founder, XXL Collective said, “As we step aboard this tram ride through the streets of Kolkata, we get a glimpse of a journey that is a tribute to the city’s rich cultural heritage. This project, creatively led by XXL Collective, is a labour of love aimed at celebrating the 40-year odyssey of Asian Paints Sharad Shamman and the unveiling of their latest creation, Royale Glitz. This was a milestone for us as well, transforming a simple tram ride into a cultural experience, reimagining the possibilities of public spaces in our city. As we pay homage to the past and embrace the future, we aspire for Kolkata to become a canvas where art and culture thrive, bringing this experience closer to every resident.”
Tollywood actor, Abir Chatterjee said, “Asian Paints Sharad Shamman, often dubbed the ‘Oscars of Pujo,’ holds a special place in my heart. Having had the privilege of judging in 2015 and 2018, I’ve experienced the magic they bring to Durga Puja firsthand. Their tireless efforts have elevated this celebration, making it even more extraordinary and inspiring for pandals. This year, they’ve taken creativity a notch higher with the makeover of Kolkata’s quintessential tram, a truly wonderful way to celebrate the culture and the people of West Bengal.”
Actress Sohini Sarkar said, “I must say that I’m absolutely in love with the concept behind the unique packaging design for Royale Glitz’s festive pack and the integration of augmented reality. It’s centred around the vibrant culture and people of West Bengal and is a brilliant way to celebrate the essence of this beautiful state.”
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