Exide’s #WhatDrivesYou philosophy throws light on patriotism
A post-Independence Day film by Exide, conceptualised by J Walter Thompson garnered 6.5 million reach on Twitter
Independence Day celebrated on August 15 is India’s biggest day. It’s a where everyone across the length and breadth of the country joins in the celebrations, in all heart and spirit. Many hoist the national flag on houses, decorate neighbourhoods with tricolour buntings, and deck up public places with countless flag streamers. But ever wondered what happens when the celebrations are done, and the day is over? What about those hundreds of flags that lie abandoned on the streets, floating in gutters, trampled by people, and trod over by passing vehicles?
Brand Exide believes in the idea of relentless passion and inner spirit, and celebrates these values under its #WhatDrivesYou philosophy. And in its journey of upholding such people with extraordinary drive, EXIDE introduces Jignesh Thakkar. A businessman from Kolkata who, for the last 8 years, has been celebrating Independence Day in a way like no other. Every year on the night of August 15, Thakkar rides through the streets and lanes of Kolkata, picking up flags lying on the ground. And when you ask him why, he simply answers, “Yeh kagaz ka tukda hamara national flag hai. Iski jagaah hamaare paaon ke niche nahin, sir ke upar honi chahiye”.
Commenting on the film, Uttio Majumdar, Chief Marketing Office, EXIDE said, “Exide has always been about the drive within oneself. In Jignesh Thakkar, we found a person who doesn’t just celebrate patriotism. But has made it the drive of his life.”
Created for Exide, by J Walter Thompson, and directed by Ronny Sen, #TheFlagBearer was released online on August 16, the day after Independence Day.
Credits:
Client: Exide India
Agency: J Walter Thompson
Brand Exide believes in the idea of relentless passion and inner spirit, and celebrates these values under its #WhatDrivesYou philosophy. And in its journey of upholding such people with extraordinary drive, EXIDE introduces Jignesh Thakkar. A businessman from Kolkata who, for the last 8 years, has been celebrating Independence Day in a way like no other. Every year on the night of August 15, Thakkar rides through the streets and lanes of Kolkata, picking up flags lying on the ground. And when you ask him why, he simply answers, “Yeh kagaz ka tukda hamara national flag hai. Iski jagaah hamaare paaon ke niche nahin, sir ke upar honi chahiye”.
Commenting on the film, Uttio Majumdar, Chief Marketing Office, EXIDE said, “Exide has always been about the drive within oneself. In Jignesh Thakkar, we found a person who doesn’t just celebrate patriotism. But has made it the drive of his life.”
The film was trending with the hashtag #DrivenByPatriotism garnering a reach of over 6.5 million on Twitter. Currently the video has a total of 3 million + views across social media platforms.
Arjun Mukherjee, VP & CCO, J Walter Thompson, Kolkata who conceptualised the film says, “On a day where you come across several feel-good and empowering films around freedom, here’s a story about an ordinary Indian driven by an extraordinary spirit of patriotism. One that inspires the Indian in us by asking us one simple question - #WhatDrivesYou.”Created for Exide, by J Walter Thompson, and directed by Ronny Sen, #TheFlagBearer was released online on August 16, the day after Independence Day.
Credits:
Client: Exide India
Agency: J Walter Thompson
