THE MOVING CANVAS

Each day, millions of vehicles running across the length and breadth of this country, move on Exide, India’s no.1 automotive battery brand. To capture this beautiful idea of a battery bringing together of one of the world’s biggest nations, Wunderman Thompson India set out on a journey to create a film like no other. The journey started with extensive research into various indigenous folk styles from our diverse cultures and territories, handpicking artforms like Gond, Kalamkari, Thangka, Pithora, Patachitra, Ganjifa, Kalighat, Madhubani, Bastar, Miniature Painting, Bhil, Pichwai, Chittara, Warli, Kurmli Sohrai and a lot more. And using each of them to animate one epic journey charting millions of everyday journeys that India takes, on its roads, highways, lanes and by-lanes. Thus emerged ‘The Moving Canvas’.

This canvas was then further set in sonic motion to an ethno-fusion track with instruments intrinsic to India, like the Ravanhatta, Carnatic Mandolin, Dotara, Rabab, Tumbi Tanpura, Kanjeera, Tasha, Dhol, Dholak and Tabla. Exide ‘Moving Canvas’ is not just an immense piece of art blending culture with craft, it’s a celebration that shows how a nation that moves ahead, moves on Exide.

Commenting on the campaign, Uttio Majumdar, Chief Marketing Officer, Exide Industries Limited, points out, “For an iconic brand like Exide that can truly claim a national presence and recognition, any piece of creative paying a tribute to it must also be as epic. The Moving Canvas does that and shows how an iconic battery brand unites us and is behind millions of journeys across this massive country!”