Asian Paints Celebrates Pujo with Anime Film 'Mon Jitey Nilo'

There is a feeling that takes over Kolkata as Durga Pujo draws near. Across neighbourhoods, familiar streets begin to transform as pandals take shape, colours come alive and communities come together to create something that is uniquely their own. At the heart of this transformation are the artists, artisans and creators who turn imagination into spaces that bring people together. Celebrating this spirit of creativity and the people who bring it to life has been at the heart of Asian Paints Sharad Shamman (APSS). This year, Asian Paints takes that thought forward with a new film that celebrates the true spirit of Pujo — winning hearts.

The film explores the journey behind every pandal, from the first idea to the moment it comes alive for the community. It explores what it means to create a pandal, and more importantly, the joy and pride of seeing that creation connect with the people who experience it. The film begins with a question heard across neighbourhoods as Pujo draws near: “Ebaar jitbey?” or “Will you win this year?” For the young committee, recognition is a celebration of the creativity, dedication and imagination that go into bringing their vision to life. The film captures how a creation that touches hearts can stay with people long after Pujo, becoming part of memories that live on and leave a lasting legacy.

The film follows Gattu and a group of young friends as they set out to build their para’s pandal. What begins as an idea gradually comes alive through sketches, colours, structures and countless details. As the familiar question, “Ebaar jitbey?”, continues to follow them, the young makers remain focused on something more immediate: bringing their vision to life and creating a space that the entire community can call its own.

Then comes a quiet moment that captures what it means to win hearts. An elderly resident returns to Kolkata after being away for years. As he walks through his old neighbourhood, he arrives at the pandal and stops. He takes it in — the work, the colour, the imagination, the familiar para transformed by a new generation. His response is instinctive and simple: “Mon jitey nilo.” It won my heart.

That moment captures what Asian Paints Sharad Shamman has always sought to celebrate. Since its inception, APSS has been a platform for the creativity, imagination and craftsmanship that make Kolkata’s Durga Pujo unlike any other celebration. It has brought the people behind the pandals into the spotlight and celebrated the artistry that transforms neighbourhoods into expressions of collective imagination. The new film takes this thought one step further, reminding us that while recognition may come in the form of an award, the most meaningful recognition is often the feeling a creation leaves behind.

This year, that story is told through a new visual language for Asian Paints. For the first time, the brand has used an anime-inspired visual treatment to bring the world of Pujo to life. The choice allows the film to connect with a younger generation through a visual form that feels contemporary and relevant, while keeping the story firmly rooted in Kolkata: its paras, its people, its creativity and the emotion of coming home for Pujo.

The result is a film that brings together two worlds: a new, contemporary visual language and an age-old celebration that continues to bring people together. The anime-inspired treatment gives the story a fresh way of seeing Pujo, while its emotional core remains unchanged: the joy of creating something that makes people feel, connect and remember.

Speaking on the film, Amit Syngle, MD & CEO, Asian Paints Ltd., said, “Durga Pujo is much more than a festival in Bengal. It is a celebration of imagination, creativity and community, where an entire neighbourhood comes together to create something that belongs to everyone. That is what has made Asian Paints Sharad Shamman so special to us for over forty years. We have always believed in bringing creativity and the people behind it to the fore, whether they are artists, artisans or the community at large who spend weeks imagining and building their pandals. And while winning an award is certainly a moment of pride, what stays with a creator is often something much simpler – the feeling that their work moved someone. That is what this film captures. With an anime-inspired visual language, we are bringing this story to a younger audience in a form that feels fresh and contemporary, while remaining deeply rooted in the spirit of Bengal. Because while the way we tell stories may evolve, the ability of creativity to move people, bring them together and win hearts remains timeless. When creativity wins hearts, it leaves a legacy. And that enduring legacy is what we fondly call Asian Paints Sharad Shamman.”

Sujoy Roy, Chief Creative Officer, Ogilvy North said, ““This year we decided to bring back Gattu, who went from being an Asian Paints mascot to becoming practically a pet name (daak naam) for Bengalis. The film captures everything that makes a para tick during Pujo. The planning, the pandal-making, the unsolicited advice, and that one question everyone keeps asking, ‘Ebaar jitbey?’ For over four decades, Asian Paints Sharad Samman has been celebrating the extraordinary creativity that goes into making these pandals. And what’s fascinating is that it’s the younger people who are digging deeper into tradition. They’re not just inheriting culture. They’re busy reinventing it, one pandal at a time. And beneath all the excitement of winning a Sharad Samman lies something rather simple. The sheer joy of making something wonderful together. Because long after the lights fade and the festivities end, what remains are the moments of wonder, pride and togetherness that creativity leaves behind. That is the legacy of Asian Paints Sharad Shamman.’’

For the countless people who build, decorate, paint, light up and gather around Kolkata’s pandals every year, Pujo has never been just about creating something beautiful. It is about creating something together. Something that becomes part of the neighbourhood’s memory. Something that makes people pause.

And sometimes, that is the greatest win of all. Mon jitey nilo.