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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.
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