THE MOVING CANVAS - Exide | Clapboard Ad Archive
Exide's campaign, The Moving Canvas, launched in 2023, stands as a vibrant testament to the brand's integral role in India's automotive landscape, creatively spearheaded by Wunderman Thompson South Asia. This film captures the profound connection between Exide batteries and the millions of vehicles traversing India's diverse terrains, illustrating how a single product can unify a vast nation. To achieve this, the creative team conducted extensive research into various indigenous folk art styles, meticulously selecting elements from Gond, Kalamkari, Thangka, Pithora, Patachitra, Ganjifa, Kalighat, Madhubani, Bastar, Miniature Painting, Bhil, Pichwai, Chittara, Warli, and Kurmli Sohrai. These art forms were animated to depict a sweeping journey, reflecting the everyday mobility that characterizes life in India, while also serving as a metaphor for national connectivity. Complementing the visual narrative is an ethno-fusion soundtrack that incorporates traditional Indian instruments such as the Ravanhatta, Carnatic Mandolin, Dotara, Rabab, Tumbi, Tanpura, Kanjeera, Tasha, Dhol, Dholak, and Tabla, enhancing the emotional and cultural depth of the experience. Clapboard rates this campaign 71/100, underscoring its successful blending of culture and craft to elevate Exide beyond a mere automotive battery brand into a symbol of reliability and national unity. The Moving Canvas not only celebrates India’s rich heritage but also positions Exide as a driving force behind the nation’s progress, demonstrating the power of creativity in forging deeper connections between brands and consumers.
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