• SUB CATEGORY :
    ONLINE FILM: AUTOMOTIVE
  • COMPANY ENTERING :
    VML INDIA, MUMBAI
  • TITLE :
    THE MOVING CANVAS
  • BRAND :
    EXIDE
  • ADVERTISER :
    EXIDE INDUSTRIES LIMITED
  • AGENCY :
    VML INDIA, KOLKATA
  • CHIEF EXECUTIVE OFFICER :
    BABITA BARUAH
  • CHIEF CREATIVE OFFICER :
    SENTHIL KUMAR
  • EXECUTIVE CREATIVE DIRECTOR :
    ARJUN MUKHERJEE
  • CREATIVE DIRECTOR :
    SOURISH MITRA
  • ART DIRECTOR :
    SUBHRAKANTI MANDAL
  • ANIMATOR SPECIAL EFFECTS :
    SOURISH MITRA
  • ILLUSTRATOR :
    SOURISH MITRA
  • OTHER CREATIVE CREDITS :
    ANURAG ACHARYA/ANEEK RAY
  • SOUND DESIGNER :
    SUBHAJIT MUKHERJEE
  • MUSIC DIRECTOR :
    SUBHAJIT MUKHERJEE
  • ENGLISH CONTEXT EXPLANATION :
    With various indigenous art forms from various parts of India giving shape to ‘The Moving Canvas, we created a soundtrack with unique instruments curated from different parts of the country for it. Setting the canvas in sonic motion with instruments intrinsic to India, like the Ravanhatta, Carnatic Mandolin, Dotara, Rabab, Tumbi Tanpura, Kanjeera, Tasha, Dhol, Dholak, Tabla, etc.. To further enhance the vibrant chaos of India, a bed was created with vehicular sounds like different horns, whistles and vrooming engines. India has hundreds of spoken languages and these were handpicked to further drive in the concept of ‘movement’ with renditions that are popular in street culture amongst drivers.. While traditional art forms took ‘The Moving Canvas’ to different parts of the country it was the ethno-fusion track that set the art in motion.
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