Exide’s campaign a colourful tribute to India’s journeys through various folk art styles and sounds

India – In a tribute to the large network of roads and highways of India, storage battery manufacturing company Exide has launched a new campaign to pay tribute to the various journeys in one of the largest countries in the world through various folk art styles and sounds that are being used across India.

The campaign, conceptualised by Wunderman Thompson India, set out to use traditional artforms like Gond, Kalamkari, Thangka, Pithora, Patachitra, Ganjifa, Kalighat, Madhubani, Bastar, Miniature Painting, Bhil, Pichwai, Chittara, Warli, Kurmli Sohrai and a lot more to be used for the animation of the ad.

Moreover, the soundtrack of the ad also takes cues from instruments intrinsic to India, like the Ravanhatta, Carnatic Mandolin, Dotara, Rabab, Tumbi Tanpura, Kanjeera, Tasha, Dhol, Dholak and Tabla.

Commenting on the campaign, Uttio Majumdar, chief marketing officer at Exide, 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.”

Meanwhile, Senthil Kumar, chief creative officer at Wunderman Thompson India, commented, “It was time to bring alive the purpose of the brand that moves our nation in the most seamless narrative ever. 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.”

Lastly, Arjun Mukherjee, senior ECD, and vice president at Wunderman Thompson Kolkata stated, “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 [and] 5 seconds 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.”