Exide urges people to be driven by passion with #WhatDrivesYou campaign

Indian battery company Exide has collaborated with speedcuber Siddhikant Mishra to encourage people to be driven by their passion.

The campaign #WhatDrivesYou, conceptualised by J Walter Thompson Kolkata, features Mishra solving the complex patterns of three Rubik Cubes in a few flicks of his fingers within 39 seconds.

Uttio Majumdar, chief marketing officer, Exide said: “For a brand as dynamic and driven like Exide, it’s always great to celebrate the relentless spirit of people who take their passion to extraordinary levels. In Siddhikant, we discovered yet another ordinary person driven by an extraordinary pursuit.”

Arjun Mukherjee, vice president and executive creative director, J Walter Thompson, Kolkata said: “The challenge for us is to show the incredible spread of the “Whatdrivesyou philosophy through each film. 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. And it’s only who are #DrivenBySpeed that master it, and inspire us with their extraordinariness. “

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