Siliguri/Durgapur : 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 Horse, 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.
Asian
Paints Royale Glitz | Special Edition Pack - A Tribute to West Bengal - https://www.youtube.com/watch?v=ABrn9GvSbH4&t=72s
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 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.
Asian Paints Sharad Shamman 2023 - The
Festival of Creativity: https://www.youtube.com/watch?v=0tr7yqWlnE4
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