Kolkata: This Durga Puja, Kolkata’s iconic yellow taxis are donning a lilac makeover, as LOVETC brings a fresh, disruptive twist to out-of-home (OOH) marketing. The initiative, designed as a five-day citywide celebration, transforms festive streets into mobile hubs of glamour and culture, captivating pandal hoppers and beauty enthusiasts alike.
Founded by Ananya Birla earlier this year, LOVETC is pioneering a new era of festival marketing by taking brand visibility beyond static hoardings to create immersive, moving brand experiences. The lilac taxis are making a striking statement amid the city’s vibrant Durga Puja crowds, ensuring high visibility during peak festive footfall and building authentic consumer engagement.
Adding star power to the campaign, popular influencers such as Suhina Chakraborty, Saheli DebRay, and Sirin Hazari are joining pandal-hopping journeys, sharing real-time stories of how beauty and festivity intersect. To drive participation, LOVETC has also rolled out an interactive contest in collaboration with leading radio stations. The simple mechanics—spot the lilac car, snap a picture, tag @lovetc.beauty, and win exclusive prizes—are already creating a buzz on social media.
By blending culture with glamour and innovation, LOVETC has redefined festive OOH, demonstrating how brands can become a meaningful part of Kolkata’s most celebrated cultural moment.
