Each day, millions of vehicles running across the length and breadth of this country, move on Exide, India’s leading automotive battery brand. To capture this beautiful idea of a battery bringing together one of the world’s biggest nations, the team at JWT Kolkata set out on a journey to create a film like no other. The trip started with an extensive research into various indigenous folk styles from India’s diverse cultures and territories, handpicking artforms like Gond, Kalamkari, Thangka, Pithora, Patachitra, Ganjifa, Kalighat, Madhubani, Bastar, Miniature Painting, Bhil, Pichwai, Chittara, Warli, Kurmli Sohrai and a lot more. And using each of them to animate one epic journey charting hundreds of everyday journeys that India takes, on its roads, highways, lanes and by-lanes. Thus emerged ‘The Moving Canvas’. This canvas was then further set in sonic motion to an ethno-fusion track with instruments intrinsic to India, like the Ravanhatta, Carnatic Mandolin, Dotara, Rabab, Tumbi Tanpura, Kanjeera, Tasha, Dhol, Dholak and Tabla. Exide ‘Moving Canvas’ is not just an immense piece of art blending culture with craft, it’s a celebration that shows how a nation that moves ahead, moves on Exide.

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 which have their own unique sound. 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 chaos and vibrant experience of India, a bed was created with vehicular sounds like different vehicular 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. Some