Wunderman Thompson, South Asia creates a film Humse Roshan Hindustan for Exide Inverter Batteries. The campaign correctly asserts Exide’s position as the country’s number one invertor battery. The new television commercial establishes its dominance, unmatched scale, and omnipresence in the category. The TVC showcases the slice-of-life moments are brought alive through a potpourri of characters across cultures, diverse narratives, and various emotions with a melodious refrain of ‘Look within yourself to find the light– and where there is light, there is life’ (translated from Hindi).
The film shows how a big brand like Exide Inverter Battery stands with the smallest start-up business, families, and neighborhood store that are lighting up big dreams and aspirations. The TVC applauds the joy of living and human achievement and celebrates laughter, warmth, and fellow feeling that presents Exide Inverter Battery as a brand.
Commenting on the film, Humse Roshan Hindustan, Vijay Jacob, Sr. VP & Managing Partner, Wunderman Thompson Kolkata, said, “If there is one brand that can truly claim a national presence and recognition, it is Exide. It has undisputed leadership not just in sales but also in consumers’ minds. 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.”
Arjun Mukherjee, VP& ECD, Wunderman Thompson, Kolkata, who conceptualized 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 everyday moments that not only brighten up our life but lifts the spirit of this nation as a whole.”
The television commercial has been created by Wunderman Thompson and directed by Shlok Sharma from Absolute Productions. The campaign was released on April 1, 2021.