LOVETC Paints Kolkata’s Taxis Lilac For Durga Puja Celebration

LOVETC, founded by Ananya Birla, has launched a striking festive campaign in Kolkata by giving the city’s iconic yellow taxis a lilac makeover during Durga Puja, blending culture, beauty, and interactive engagement.

A Lilac Twist To Kolkata’s Iconic Taxis

Kolkata comes alive every Durga Puja with pandals, lights, and celebrations that bring the entire city together. Among its many cultural symbols, the yellow Ambassador taxi holds a special place. This year, those taxis are stepping into the spotlight in a completely new way. LOVETC has transformed them into lilac-coloured moving canvases, turning the city’s traditional taxis into vibrant mobile experiences.

The campaign, which runs throughout the five days of Puja, is more than just an eye-catching makeover. It blends tradition with modern brand storytelling, creating direct engagement at the heart of Kolkata’s biggest cultural festival.

Blending Beauty With Festivity

Founded earlier this year by Ananya Birla, LOVETC is building its brand identity around personal expression and beauty that connects with real cultural moments. By choosing Durga Puja for this activation, the brand has tapped into one of India’s most celebrated festivals, ensuring its message is not only seen but felt.

At its core, the campaign reflects the belief that beauty is a personal journey, deeply tied to self-expression and celebrations that define identity. Through this unique activation, LOVETC places itself within the festive rhythm of Kolkata.

Influencers And Interactive Engagement

The campaign also shines online and across social platforms. Influencers such as Suhina Chakraborty, Saheli DebRay, and Sirin Hazari are documenting their pandal-hopping journeys, showcasing how culture and beauty intersect during the festivities. Their stories amplify the brand’s message and bring the lilac taxis into the digital spotlight.

LOVETC has also partnered with local radio stations to extend the excitement city-wide. Residents are encouraged to spot the lilac taxis, share photos on social media, and take part in contests with prizes to be won. This element of gamification adds a playful, participatory twist to the campaign, ensuring high engagement both offline and online.

A Celebration That Connects Tradition With Modernity

By turning Kolkata’s beloved taxis lilac, LOVETC has created a cultural statement that merges tradition with innovation. It is more than a branding exercise, it is a way of embedding beauty into one of India’s most cherished celebrations.

As Durga Puja lights up the city, LOVETC’s lilac taxis are a reminder of how brands can become part of cultural stories while building deeper connections with people.

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