Handpicking over 50 lost folk arts from across the country, we reimagined their art styles to depict and illustrate various vehicles on Indian roads and animated them to create a never-seen-before moving canvas. Crafting an epic non-stop journey out of millions of everyday journeys, the canvas was further set in sonic motion to an ethno-fusion track with instruments intrinsic to India and sung in14 different regional languages. The film culminated in a grand way with a fascinating fusion of batteries. Bringing alive dying art forms in an endless canvas and showing how an iconic battery unites one of the biggest and most diverse countries of the world.

Exide is by far the highest selling automotive battery in India. Most vehicles, two-wheelers or four wheelers, run on Exide. For us, who have been journeying with the brand for a very long time, 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. If a vehicle is moving, the automotive battery gets forgotten, and so the bigger challenge was to come up with something memorable to make the brand be remembered with every journey India takes.

Cultural context1: Such is the diversity and span of a vast nation like India that every region and territory has its own intrinsic identity, culture and tradition. But the one thing that unites this gigantic country its unending network of roads, streets and lanes. So in a way, what keeps India moving is the hundreds of everyday journeys taken by the millions of vehicles that ply on it.

Cultural context2: In a country like India with such rich history, traditional folk styles and native art forms are everywhere in so much abundance that they has become a blind spot. And most of us have forgotten to appreciate the inherent, passionate creativity of the artisans behind them.

With various indigenous art forms from various parts of India giving shape to ‘The Moving Canvas, we created a soundtrack with unique instruments curated from different parts of the country for it. Setting the canvas in sonic motion with instruments intrinsic to India, like the Ravanhatta, Carnatic Mandolin, Dotara, Rabab, Tumbi Tanpura, Kanjeera, Tasha, Dhol, Dholak, Tabla, etc.. To further enhance the vibrant chaos of India, a bed was created with vehicular sounds like different horns, whistles and vrooming engines. India has hundreds of spoken languages and these were handpicked to further drive in the concept of ‘movement’ with 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.