Honouring Kolkata's rich cultural heritage, Asian Paints revamps city’s iconic tram and introduces Royale Glitz’s festive pack reflecting essence of West Bengal
Kolkata 28 October 2023: 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 ofthe 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 magnificenttransformation of Kolkata's iconic tram fromTollygunge 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.
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 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 DurgaPujo 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."
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