‘Cholte Cholte 40’: Kolkata's yellow ambassador taxis become mobile canvases celebrating Durga Puja
Times of India | 20 September 2025The yellow Ambassador taxi, once a ubiquitous presence on Kolkata's bustling streets, has long been a symbol of the city's unique charm. These taxis have ferried countless families, artisans, and visitors through the city's narrow lanes, especially during the festive season of Durga Puja. Recognizing the taxi's cultural significance, the project has transformed these vehicles into moving canvases that encapsulate four decades of Durga Puja artistry.
Each taxi in this project is a tribute to a specific decade, with its exterior and interior meticulously designed to reflect the artistic and cultural nuances of that era. The taxis serve as mobile galleries, showcasing the evolution of Durga Puja from a traditional religious festival to a grand celebration of creativity and community spirit. The interiors, adorned with wallpapers, fabrics, and textures, create immersive environments that transport passengers back in time.
This initiative by Asian Paints Sharad Shamman that had started in 1985 inspired puja organisers to improve the aesthetics and the manner in which Durga Puja is celebrated. Though there are scores of awards now, organisers still compete for the coveted award. The "Cholte Cholte 40" project not only honors the legacy of the yellow taxi but also pays homage to the artisans and communities that have shaped the Durga Puja festival over the years.
"This initiative celebrates Kolkata's creative spirit and its enduring relationship with the city. Turning everyday emblems like the yellow taxi into living archives ensures that the stories of Kolkata's creativity continue to inspire and resonate with future generations," said Durga Puja theme artist Anirban Das who has won the coveted Sharad Samman multiple times. As these taxis traverse the city, they carry with them the vibrant history of Durga Puja, a festival that embodies the heart and soul of Kolkata.
