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When is an ad not an ad? When it's India's art

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When is an ad not an ad? When it's India's art by Tree Elven on 10/04/2023
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If you've ever wondered how automotive batteries could be related to visual art, here's the answer. India's top-selling vehicle battery company, Exide Industries Ltd, paints a fascinating picture of a nation constantly on the move in this unusual ad. As the company says, millions of vehicles travel across the length and breadth of India, and "this moving canvas captures the everyday journeys using numerous indigenous folk art styles set in motion to an ethno-fusion track played with musical instruments intrinsic to India". Indigenous folk styles and art forms artforms including Gond, Kalamkari, Thangka, Pithora, Patachitra, Ganjifa, Kalighat, Madhubani, Bastar, Miniature Painting, Bhil, Pichwai, Chittara, Warli, and Kurmli Sohrai, are woven together in the intricate depiction. The result is simultaneously suggestive of both epic journeys and the everyday of forward movement. What do you think of it? One of those ads you can watch again and again; a piece of art that celebrates Indian culture; an attention-grabbing blend of business and leisure?

Keywords: Exide The Moving Canvas, India Moves on Exide, automotive batteries, Indian art, vehicle batteries India, car commercials, Subhajit Mukherjee, Sourish Mitra, Wunderman Thompson South Asia

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