Culture and craft combine in Exide’s epic film celebrating India’s journeys
Exide, the automotive battery brand, has created an epic film showcasing the millions of journeys Indians make every day.
‘The Moving Canvas’ incorporates indigenous folk styles, artforms, sonic motion and an ethno-fusion soundtrack to create a stunning film that celebrates India's progress as a nation that is continuously on the move.
Created by Wunderman Thompson India, the film combines artforms from across the country including Gond, Kalamkari, Thangka, Pithora, Patachitra, Ganjifa, Kalighat, Madhubani, Bastar, Miniature Painting, Bhil, Pichwai, Chittara, Warli, Kurmli Sohrai among a host of others. Along with Indian instruments including the Ravanhatta, Carnatic Mandolin, Dotara, Rabab, Tumbi Tanpura, Kanjeera, Tasha, Dhol, Dholak and Tabla.
The result is an immense piece of art which blends culture and craft to showcase the way Exide helps power India's journeys.
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Uttio Majumdar, chief marketing officer of Exide Industries Limited, says, “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 journey across this massive country!”
The film, which took nine months and 12 days to create, was directed by Arjun Mukherjee, senior ECD, and VP of Wunderman Thompson Kolkata. The film's illustrations, animation and editing was by Sourish Mitra, from Wunderman Thompson, Kolkata. The music and sound design was by Subhajit Mukherjee.
Senthil Kumar, chief creative officer, Wunderman Thompson India, said: “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. ”
The film is running across social media platforms.