Rubik’s ‘Speedcuber’ Pulls You Into New Campaign Spot from Exide

For those of you out there wondering if Rubik’s Cube is still a thing. We can now report that yes, the puzzle invented in 1974 by Hungarian sculptor and professor of architecture Ernő Rubik, has survived into the mobile game era.

Indian battery manufacturer Exide, tapped “speedcuber” Siddhikant Mishra to sit in front of the camera and solve three Rubik’s cubes demonstrate their hashtag line #DrivenBySpeed

Oddly enough, the one-minute spot, created by J. Walter Thompson Kolkata, is quite transfixing and pulled us along for the whole 60-second ride. Early on, just when the pause button was so close to being clicked and the window closed, Mishra switches to one hand and draws us back in!


“The challenge for us is to show the incredible spread of the “Whatdrivesyou philosophy,” said Arjun Mukherjee, VP & ECD, J Walter Thompson, Kolkata. “Like speedcubing, which isn’t just another puzzle-solving technique. It’s an unbelievable sport that takes an incredible medley of pace and calculation every millisecond.”

Ah, so that’s why we could never get all the sides completed!

Carry On



Vijay Jacob – Senior VP & Managing Partner, J Walter Thompson, Kolkata
Senthil Kumar – Chief Creative Officer, J Walter Thompson
Arjun Mukherjee – VP & Exec Creative Director
Tania Sinha – AVP & Client Services Director
Anurag Acharya – Creative Director
Neha Srivastava – Account Director II
Abhishek Sinha – Production house, Made in Calcutta


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