Mumbai: Each day, millions of vehicles running across the length and breadth of this country move on Exide, an automotive battery brand. To capture this beautiful idea of a battery bringing together 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 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.
Exide Industries Ltd. chief marketing officer Uttio Majumdar pointed 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!”
Wunderman Thompson India chief creative officer Senthil Kumar said, “It was time to bring alive the purpose of the brand that moves our nation in the most seamless narrative ever. The Moving Canvas is a testament to how creativity can beautifully bring together culture and craft to celebrate the world’s most diverse country in every frame. Kudos to Uttio and the wonderful marketing team at Exide for choosing to amplify the brand expression through animation.”
Wunderman Thompson Kolkata senior ECD and VP Arjun Mukherjee added, “When we started this journey, the goal was that for an iconic brand like Exide, whatever we create must also be epic. This 2-minute 5 sec film that you see is actually 9 months and 12 days of our lives and is an ultimate tribute to the artists and artisans of India.”
Directed by Arjun Mukherjee, and illustrated, animated, and edited by Sourish Mitra, both from Wunderman Thompson, Kolkata, the music and sound design was done by Subhajit Mukherjee. The Moving Canvas was released on 25 March 2023 across all social media platforms.
