Categories: Crafts

The Drum | Culture And Craft Combine In Exide’s Epic Film Celebrating India’s Journeys

Exide, the automotive battery brand, has created an epic film showcasing the millions of journeys Indians make every day.

‘The Moving Canvas’ incorporates indigenous folk styles, artforms, sonic motion and an ethno-fusion soundtrack to create a stunning film that celebrates India’s progress as a nation that is continuously on the move.

Created by Wunderman Thompson India, the film combines artforms from across the country including Gond, Kalamkari, Thangka, Pithora, Patachitra, Ganjifa, Kalighat, Madhubani, Bastar, Miniature Painting, Bhil, Pichwai, Chittara, Warli, Kurmli Sohrai among a host of others. Along with Indian instruments including the Ravanhatta, Carnatic Mandolin, Dotara, Rabab, Tumbi Tanpura, Kanjeera, Tasha, Dhol, Dholak and Tabla.

The result is an immense piece of art which blends culture and craft to showcase the way Exide helps power India’s journeys.

Uttio Majumdar, chief marketing officer of Exide Industries Limited, says, “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 journey across this massive country!”

The film, which took nine months and 12 days to create, was directed by Arjun Mukherjee, senior ECD, and VP of Wunderman Thompson Kolkata. The film’s illustrations, animation and editing was by Sourish Mitra, from Wunderman Thompson, Kolkata. The music and sound design was by Subhajit Mukherjee.

Senthil Kumar, chief creative officer, Wunderman Thompson India, said: “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. ”

The film is running across social media platforms.

Source

InfoLair

Our primary beliefs and values include giving our readers quality material, disseminating information to encourage informed thinking, and supporting policies and ideas. We frequently curate or extract content from reliable online sources in order to uphold those ideals.

Recent Posts

Miss World 2025: Krishnah Gravidez enters Top 8 – Inquirer.net

Miss World 2025: Krishnah Gravidez enters Top 8  Inquirer.netKrishnah Gravidez ends Miss World 2025 journey, finishes… Read More

19 hours ago

Burger King just came out with a 'How to Train Your Dragon' meal with toys, how to order – Fall River Herald News

To read the full article click below: Burger King just came out with a 'How… Read More

2 days ago

DIY automation isn’t always a win: What mortgage lenders need to know – housingwire.com

To read the full article click below: DIY automation isn’t always a win: What mortgage… Read More

6 days ago

Butter Yellow Is Taking Over Makeup Tutorials on TikTok After Years of Trending in Fashion – L'OFFICIEL USA

Butter Yellow Is Taking Over Makeup Tutorials on TikTok After Years of Trending in Fashion  L'OFFICIEL… Read More

6 days ago

Four men guilty of Kim Kardashian jewellery heist in Paris – The Guardian

Four men guilty of Kim Kardashian jewellery heist in Paris  The GuardianRobbery gang guilty of Kim… Read More

1 week ago

U.S. Steel And Nippon Steel Will Partner In Trump-Backed Deal

Topline Steelmaking titans U.S. Steel and Tokyo-based Nippon Steel will soon enter a partnership, President… Read More

1 week ago

This website uses cookies.