Situation:

Exide is by far the highest selling automotive battery in India. Most vehicles, two-wheelers or four wheelers, run on Exide.

Brief:

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.

Objective:

If a vehicle is moving, the automotive battery gets forgotten, and so the bigger objective was to come up with something memorable to make the brand stay on top of mind 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.

Most vehicles on Indian roads run on Exide. In a way, bringing together one of the world biggest nations and its many territories, cultures and geographies by moving millions of vehicles on its roads, streets, lanes and by-lanes. To create this beautiful amalgamation, we handpicked over 50 indigenous folk arts styles native to this country’s diverse regions, as our canvas. And on that canvas, we brought alive the various journeys, big and small undertaken by these vehicles, every day, driven by Exide. Setting each of the hundreds of frame in motion to indigenous folk beats, and culminating in fascinating fusion of batteries. A piece of art where culture unites with craft in every frame to celebrate the world’s most diverse country, and show how a nation that moves forward, moves on Exide.

While the entire journey took a few months it all started off with a trip into the artistic cultures and folk styles of India through extensive research that involved going through archives, visiting galleries, museums and local fairs and even reaching out to artisans in villages to take inspiration from the several art forms available in every nook and corner of the country. We then reimaged those art styles to depict various vehicles on road and animated them on a moving canvas. Creating an epic journey out of millions of everyday journeys. This canvas was then further set in sonic motion to an ethno-fusion track with instruments intrinsic to India and sung in14 different regional languages. The end result was a piece of non-stop art that blended culture and craft to show how an iconic battery unites one of the biggest and most diverse countries of the world.

The Moving Canvas was released last year as a digital video across social media channels and covered by various leading online publications for being a testament to how creativity can beautifully weave a seamless narrative of culture and craft even for an automotive battery brand.