Check Out Wunderman Thompson’s Catchy & Colorful Campaign Film for Exide

The film was directed by Arjun Mukherjee, and illustrated, animated, and edited by Sourish Mitra, with music directed by Subhajit Mukherjee.




Wunderman Thompson

Automotive battery brand, Exide, has launched a campaign in India in partnership with Wunderman Thompson India which set out on “a journey to create a film like no other”.

The result is a colorful 2-minute ad film with a highly catchy tune that takes viewers on a journey that started with extensive research into various indigenous folk styles from the country’s diverse cultures and territories, handpicking art forms like Gond, Kalamkari, Thangka, Pithora, Patachitra, Ganjifa, Kalighat, Madhubani, Bastar, Miniature Painting, Bhil, Pichwai, Chittara, Warli, Kurmli Sohrai and a lot more.

The agency used 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’.


The canvas was 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.

Uttio Majumdar, Chief Marketing Officer, Exide Industries Limited said, “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!”

Senthil Kumar, Chief Creative Officer, Wunderman Thompson India, added: “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.”


Arjun Mukherjee, Senior ECD, and VP, Wunderman Thompson Kolkata, 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, while the music and sound design was done by Subhajit Mukherjee.


Client: Exide

Agency: Wunderman Thompson South Asia

CCO: Senthil Kumar

VP & Sr. ECD: Arjun Mukherjee

Directed by: Arjun Mukherjee

Illustration, Animation, Editing: Sourish Mitra

Music Director: Subhajit Mukherjee

Sr. VP & Managing Partner: Vijay Jacob

AVP & CSD: Tania Sinha

Account Manager: Somrweeta Mukherjee

Harold Henry

Harold Henry

Quite the personality, a regular contributor, and we like to keep him around.

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