Desi toons yet to make an impact even as industry tries to shrug off ‘sweat shop’ image
The Indian animation industry is on its fastest ever growth track with a quiver full of world class technology, the best brains and an creative edge. However, we are yet to see an Indian counterpart of a Mickey, Pooh or Popeye take a global bow. Will the new animated avatars of mythological figures like Ganesha, Bhima, Krishna and Ghatotkach help them gain an international audience?
The Indian animation industry is on its fastest ever growth track with a quiver full of world class technology, the best brains and an creative edge. However, we are yet to see an Indian counterpart of a Mickey, Pooh or Popeye take a global bow. Will the new animated avatars of mythological figures like Ganesha, Bhima, Krishna and Ghatotkach help them gain an international audience? Why is it that the Indian animation industry has not managed to create new original characters?
P Jayakumar, CEO, Toonz Animation India Pvt Ltd, observed, “The boom that the Indian animation industry is witnessing is due to the outsourcing works from across the world. Vast majorities of manpower that we have are trained only in the production stage of animation, which involves using software. The pre-production skills involving developing of concepts, storylines, characters, etc., are still a distant dream for many animation professionals. Though there is a welcome change in the scene with major studios concentrating on creating intellectual properties (IP), we are yet to venture away from Indian mythology and folklore-based productions. This has affected the global appeal of our properties.”
Stressing on the marketing aspects of the animation brands, he said, “The success of iconic characters like Mickey and Pooh lies not only on the success of the animated series or shows, but also on how the brand has been extended to various other platforms, especially merchandising, gaming, etc. This has ensured a global appeal for the character. We were able to make the Asian market take notice of Tenali Raman and Hanuman with subtle adaptations in characters and a contemporary storyline. The need of the hour is storylines that are original, characters that can demand global acceptance and can cut across geographical barriers.”
Vetrivell V, Senior Associate Director, Ken Creative Studio, Chennai, however, does not see India very far from creating international milestones in the animation industry. He said, “India is on its way to creating animated characters with global appeal. Our current production standards will make people take notice once goes on air from January 2009. Few other studios are also coming up with such concepts. Any business model will have its own growing time, for the animation industry, it has taken just 10 years to understand the business model and develop the right talents and thinking. We are very close to achieving global success.”
Agreeing with the fact that a contemporary treatment of legendary characters could give them a global look, Vetrivell said, “Indian mythological characters can be taken to the international audience, provided we change the look and feel of the characters as per the global audience. For example, Pokeman, which is from the Japanese market, has been stylised to suit the world market.”
Jayakumar said, “We have almost managed to shrug of the ‘sweat-shop’ image for large production studios from the West. The current business model is creation of IPs, either our own or as co-productions with major studios from the world. As is common for any industry, the animation boom follows a cycle. The advantage lies in our cost effective labour and quality manpower. In due course, we could lose the competitive advantage either due to increasing cost of production or due to the emergence of strong outsourcing markets elsewhere. This is where a strong domestic market would help sustain the momentum. Finding adequately trained talent is another major issue that we need to address.”
Vetrivell, while accepting the fact that India has to grow beyond the image of an outsourcing destination for the animation industry, said, “The Indian market will and should move from a mere outsourcing destination to original IP creations. This will make us move up in value chain. India has a rich heritage of story-telling, but we need to work for a global audience. ‘Jungle Book’ would be the best example, where Mowgli and other characters are typical Indiancharacters. This film was a huge success for Disney. Similarly, if we take the live action film ‘Gandhi’ featuring Ben Kingsley in the title role, this is exactly what we need to do in the animation Industry.”
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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