India Moves On Exide: The Moving Canvas

A gigantic country like India is connected with its un-ending network of roads, streets, lanes and by lanes and the millions of vehicles moving on it, day in and day out. What also unites this vast nation is the diverse medley of folk art and indigenous music found across its length and breadth. It is this insight of India that became the idea and the canvas for this project.

Each day, millions of vehicles running across this country, move on Exide. To capture this idea of a battery bringing together one of the world’s biggest nations, we handpicked various indigenous folk artforms from India’s diverse cultures and territories and used each of them to animate one epic journey charting hundreds of everyday journeys that India takes on its roads. Thus emerged ‘The Moving Canvas’. This canvas was set in sonic motion to an ethno-fusion track with instruments intrinsic to India. Exide ‘Moving Canvas’ is not just a piece of art blending culture with craft, it’s a celebration of how a nation that moves ahead, moves on Exide.