Situation:

Most vehicles that run in India,run on Exide.But as long as these vehicle keep moving, the automotive battery inside that powers them gets forgotten.

Brief:

Exide is by far the highest selling automotive battery in India.Most vehicles,two-wheelers or four wheelers, run on Exide. The brief was to bring out the impact and spread of the brand from an Indian perspective and give it the epic scale it deserves.

Objective:

The objective was to create one unforgettable journey across the length and breadth of India. However, such is the culture, diversity, and span of this vast nation that there is no single thing that depicts this trippy milieu. Although weaved together as the idea of India, every state has its own intrinsic, identity and vibrancy. So, on a broad level, we wanted to bring people, states, cultures, traditions, art forms and musical renditions on a single endless canvas called India.

When various indigenous art forms from various parts of India gave form to ‘The Moving Canvas, the idea for the music was to create a soundtrack with instruments curated from different parts of the country. So the canvas was then further set in sonic motion with instruments intrinsic to India, like the Ravanhatta, Carnatic Mandolin, Dotara, Rabab, Tumbi,Tanpura, Kanjeera,Tasha, Dhol, Dholak and Tabla to name a few. To further enhance the vibrant experience of India, a bed was created with vehicular sounds like different horns, whistles and vrooming engines. India has hundreds of spoken languages and some of these were handpicked to further drive in the concept of ‘movement’ with vocal renditions that are popular in street culture amongst drivers. While traditional art forms took ‘The Moving Canvas’ to different parts of the country it was the ethno-fusion track that set the art in motion.