Brands
Asian Paints Sharad Shamman turns 40
MUMBAI: Kolkata’s iconic taxi has just been given the ride of its life, thanks to ‘Asian Paints Sharad Shamman,’ which this year celebrates 40 colourful years of Pujo pride. Marking the milestone, Asian Paints has unveiled ‘Choltey Choltey Chollish,’ a cinematic campaign and travelling installation that transforms the city’s beloved yellow cab into a rolling time machine. The film zips through four decades of Durga Pujo, blending nostalgia and newness in equal measure.
The journey begins in the 1980s, with bamboo pandals and radio melodies, cruises into the ’90s with the rise of themes, steers into the 2000s spotlight of global attention and social messaging, and finally parks in today’s world of AR, VR and digital-first celebrations. Each era is splashed across the taxi’s changing surface: hand-painted motifs and designs shining in royale glitz, capturing the essence of Kolkata’s creativity.
Music, too, gets a seatbelt moment. From retro tunes to modern beats, every decade’s soundtrack weaves into the storytelling, making the cab not just a carrier of memories but a jukebox of Pujo.
“Festivals mirror their times, showing how societies evolve,” said Asian Paints, md & ceo, Amit Syngle. “With ‘Choltey Choltey Chollish,’ we wanted to honour 40 years of artistry while resonating with today’s generation. The yellow taxi embodies that timeless journey.”
Ogilvy North, chief creative officer, Sujoy Roy added, “This is more than a tribute. It’s a love letter to Kolkata: its traditions, its imagination and the enduring spirit of Pujo.”
With its stylised visuals, vibrant music and a fresh, youthful tone, the campaign doesn’t just celebrate ‘Sharad Shamman,’ it reaffirms Asian Paints’ place as Pujo’s unofficial custodian, turning art, culture and community into a living, moving canvas.
Because in Kolkata, even a cab ride can feel like a festival.
Brands
Reliance Consumer Products partners with Fazer for premium chocolates in India
MoU signed during Finnish President’s visit to leverage RCPL’s distribution for Fazer brands.
MUMBAI: Reliance just added Finnish chocolate to its sweet spot because when the land of saunas meets the land of spices, the result is a premium bar that melts borders. Reliance Consumer Products Limited (RCPL) has signed a memorandum of understanding with Finnish food company Fazer to manufacture, market and distribute Fazer’s premium branded chocolates across India. The agreement was formalised during Finnish President Alexander Stubb’s state visit to India on 7 March 2026.
The long-term strategic partnership combines Fazer’s heritage recipes, quality standards and global chocolate expertise with RCPL’s massive distribution network reaching nearly three million retail outlets nationwide. The collaboration aims to introduce Fazer’s well-known premium products to Indian consumers while strengthening business ties between the two nations.
Reliance Consumer Products Limited director T. Krishnakumar said, “By combining Fazer’s globally trusted brands and manufacturing excellence with RCPL’s local production capabilities, robust distribution network and deep consumer insights, we are well positioned to bring world-class products to Indian consumers and elevate the overall category experience.”
Fazer president and CEO Christoph Vitzthum added, “With RCPL handling commercialisation and distribution in India, we can establish a premium position in the chocolate market and create a foundation for a broader nationwide rollout.”
Since its launch in 2022, RCPL has steadily expanded in the confectionery segment by reviving legacy Indian brands such as Ravalgaon, Toffeeman, Pan Pasand and Lotus Chocolate Company. Fazer, a major player in the Nordics, Baltics, Poland and China with exports to over 40 countries, sees India’s fast-growing chocolate market as a key opportunity.
In a country where chocolate is no longer just a treat but a growing daily indulgence, this tie-up isn’t just about bars, it’s about blending Nordic precision with Indian scale to sweeten the next chapter of the confectionery story.
