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.
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