For many it’s just a toy. For some, it’s an incredible puzzle. And to a select few, it’s the ultimate tool with the power to beat time, time after time. The world knows them as speedcubers. They may seem ordinary and extremely poised in their everyday life. But, put a Rubik’s cube in their hands and they become beasts. As fast and furious as one can be.
Exide, a brand that believes in the power of relentless passion and inner spirit, celebrates these dynamic human values under its newfound #WhatDrivesYou ideology. And in its journey of upholding such people with extraordinary drive, EXIDE came across the curious and ingenious Siddhikant Mishra, from Bhubaneswar. A math major by qualification, and a speedcuber by passion. An ordinary guy who holds unbelievable records in speedcubing. Solving the most complex patterns of Rubik Cubes in a few flicks of his fingers. At times, even without looking at it.
Commenting on this web video, Uttio Majumdar, Chief Marketing Office, EXIDE said, “For a brand as dynamic and driven like EXIDE, it’s always great to celebrate the relentless spirit of people who take their passion to extraordinary levels. In Siddhikant, we discovered yet another ordinary person driven by an extraordinary pursuit.”
Arjun Mukherjee, VP & ECD, J Walter Thompson, Kolkata who conceptualised the video and the idea of featuring Siddhikant, says, “The challenge for us is to show the incredible spread of the “Whatdrivesyou philosophy through each film. Like speedcubing, which isn’t just another puzzle solving technique. It’s an unbelievable sport that takes an incredible medley of pace and calculation every millisecond. And it’s only who are #DrivenBySpeed that master it, and inspire us with their extraordinariness. “
The recently released campaign created for Exide, by J Walter Thompson, #DrivenBySpeed has already garnered over 1.3 million views and 1000+ shares across digital platforms. Along with this, the video trended on Twitter with a reach of 56,34,672 and a native platform reach of 1 Lac+ with the numbers increasing day on day.
It’s a drive that’s gathered pace like never before!
Vijay Jacob - Senior VP & Managing Partner, J Walter Thompson, Kolkata
Senthil Kumar – Chief Creative Officer, J Walter Thompson
Arjun Mukherjee - VP & Exec Creative Director
Tania Sinha - AVP & Client Services Director
Anurag Acharya - Creative Director
Neha Srivastava – Account Director II
Abhishek Sinha – Production house, Made in Calcutta