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Exide’s new ad film lights up the little everyday moments of life

The commercial is running on national TV channels as well as on digital media.

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MUMBAI: Exide Inverter Batteries has rolled out a new ad film – Humse Roshan Hindustan that positions the brand as one that spreads happiness by empowering people and brightening their lives.

Crafted by Wunderman Thompson South Asia, the new commercial aims to establish Exide’s scale, omnipresence and dominance in the category.

The ad brings alive slice-of-life moments of characters across cultures and diverse narratives, strung together with the melodious, inspiring refrain of ‘Look within yourself to find the light-- and where there is light, there is life’ (translated from Hindi). The film brings to life how a big brand like Exide Inverter Battery stands by even the smallest neighbourhood store, start-up business, and families - lighting up aspirations and big dreams, epitomising the credo of noblesse oblige that defines the brand. It applauds human achievement, the joy of living, celebrates warmth, laughter, caring, and fellow feeling and presents Exide Inverter Battery as a brand that spreads happiness by.

Wunderman senior VP & managing partner-Kolkata Thompson Vijay Jacob said, “The film captures a cross-section of India and Indians as Exide brightens up their lives – literally and metaphorically. And in turn, brightens the future of India. It is emotional, it has scale. It is the language of a leader.”

Wunderman Thompson VP & ECD - Kolkata Arjun Mukherjee, who conceptualised and scripted the film, added, “The challenge for us was to throw light on a leader in a way that's full of empathy, joy and exuberance. An idea brought alive by little every day moments that not only brighten up our life but lifts the spirit of this nation as a whole.”

Directed by Shlok Sharma from Absolute Productions, the campaign was released on 1 April 2021 and is running on leading national and regional TV channels as well as on digital media.

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