Kolkata: For
nearly four decades, Asian Paints has been an inseparable part of
Kolkata's vibrant Durga Pujo celebrations through its beloved initiative,
Sharad Shamman. Asian Paints doesn't just participate, it truly immerses itself
in the rich culture of Bengal, embodying the essence of a 'sholo ana Bangali'
brand. The company's deep understanding and connection with Bengali culture has
allowed it to be an integral part of the creative evolution and artistic
enhancement of Durga Pujo celebrations. As the festive season approaches, Asian
Paints once again extends a warm gesture to the people of West Bengal. This
time, they introduce two meaningful creative enhancements, meticulously crafted
to capture the very soul of West Bengal.
In a heartfelt tribute to the vibrant
culture and people of West Bengal, Asian Paints, for the first time ever, has
launched a special heritage-inspired festive pack for their luxury interior
paint, Royale Glitz. Additionally, the company has orchestrated a magnificent
transformation of Kolkata's iconic tram from Tollygunge to Ballygunge into a
living canvas, celebrating Kolkata tram’s 150th year. Both these
unique creations encapsulate the very essence of West Bengal's vibrant culture
and traditions, which have been a constant source of inspiration for Asian
Paints.
Royale Glitz Festive Pack: West Bengal is a treasure trove of mesmerising
experiences, and Asian Paints latest creation, the heritage-inspired limited
edition festive pack for Royale Glitz
with in mold labelling (IML) packaging, perfectly captures this essence.
The packaging 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 House, Chau Dance, Alpana Art and
more. This innovative packaging is more than just a can of paint; it's a
gateway to the soul of West Bengal.
Kolkata
Tram Festive Makeover: 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 Kolkata's most important 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.
Two bogies of the tram have been beautified by
Asian Paints. 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.
Stepping into 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.
Speaking on this occasion, Mr. 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. The unique packaging for Royale Glitz seamlessly blends the
wonders of technology with the timeless allure of West Bengal's beauty. We have
taken inspiration from native elements of West Bengal like the Bengal Tiger,
Tram, Howrah Bridge & Baul to name a few and used it on our festive Pujo
packaging for Glitz. We’ve also undertaken a complete transformation of the
tram from Tollygunge to Ballygunge, turning it into the talk of the town just
in time for Kolkata's most revered Durga Pujo festival. We believe in making
art accessible for all and we are sure with this tram-beautification initiative
it will also add back to the legacy of Bengal in an extremely meaningful
way."
Asian Paints onboarded XXL Collective
from the St+art India family as creative partners for the unique transformation
of the tram. Sharing more insights into 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. Our collaboration with Asian Paints underscores
our shared vision of making art more accessible and immersive. 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."
Speaking on the launch of the Tribute
To West Bengal initiatives, leading Bengali actor, Abir Chatterjee said,
"I would like to applaud Asian
Paints for their meaningful tribute to West Bengal and its vibrant culture.
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."
Sharing her views on the occasion,
popular Bengali actor, Sohini Sarkar said, “I would like to express my heartfelt appreciation to Asian Paints for its
'Tribute to Bengal' initiative. 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.”
As styles, trends, and attitudes
evolve over the decades, one thing has remained constant in West Bengal —the
spirit of celebration. Throughout these years, Asian Paints Sharad Shamman has
proudly maintained its status as Kolkata's beloved Pujo Awards since 1985. It
symbolizes a commitment to nurturing, inspiring, and championing creativity and
aesthetic excellence in Durga Puja pandals. It has been at the forefront of
transforming pandals from simple setups to vibrant hubs of art, culture, and
limitless creativity.
From creative pandals, Asian Paints
has also gone behind the scenes to recognize and celebrate the people who make
Durga Puja memorable for all. Sharad Shamman stands tall almost four decades
on, due to the efforts of every artisan, artist, sculptor, committee members
who works tirelessly behind the scenes. In tribute to these remarkable people
and the pandals that have been a part of the Asian Paints Sharad Shamman
journey over the last four decades, Asian Paints has released a short video: https://youtu.be/0tr7yqWlnE4
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