Asian Paints Sharad Shamman has been recognising and felicitating the best pandals in Kolkata during Durga Puja for almost four decades now. With Pujo being granted World Heritage status by UNESCO, this year Asian Paints’ Sharad Shamman film takes you on a musical journey through time, to capture the odyssey of Pujo, Asian Paints and Kolkata.

Pujo is an integral part of the Bengali diaspora’s cultural traditions, and it exceeds the fundamental boundaries of a festival. The film contains visual and audible hints that take us through the festival from each of the 4 decades, starting in the 80s and ending in the present. Each of the four decades have been depicted using distinct musical styles and Asian Paints products that represent that decade.

The 80s are depicted through disco riffs and octa-pad beats, with an overall retro feel; the 90s follow with signature strains of pop rock of the time. We finally arrive at the 2000s with the first flushes of electronica. Alongside the music, there are also distinct cans of Asian Paints products, relevant to each decade that appear on the screen. The resultant film makes effortless transitions from decade to decade, reminding us of the passing of time while also highlighting the permanence of the festival of Durga Puja.

The interplay of sound, colour and the emotions that embody Pujo for every Bengali, serves to evoke a touching sentiment that times may change, the shades and musical preferences may evolve, but at the heart of the festival and in every Bengali, lives the same spirit which we call the Sharodiya spirit.

Asian Paints has been associated with Durga Puja since 1985 by way of the prestigious Sharad Shamman awards that felicitate the best pandals across the city every year. With this film,they have beautifully outlined the milestones of Sharad Shamman, and the latest achievement of the UNESCO recognition for Pujo in Kolkata.

This article has been produced on behalf of Asian Paints Sharad Samman by ABP Digital Brand Studio.