FICCI Frames 2008: No time to bask in animated glory
With animation in India assuming growth of gigantic proportions, it would be important for the industry to first focus on providing quality content, understand the medium properly, and make deeper inroads into the Indian market.
With increasing investments into the sector, the Indian animation industry has been on a roll in the past few years. The Animation and Gaming track at FICCI Frames 2008 gave the industry experts an opportunity to take stock of this growth and understand the workings of the developed markets through its three panel discussions held through the day.
In the session on ‘Developing Animation Content: lessons learnt from around the world’, Ram Mohan, fondly referred as the “father of Indian animation”, who is also the Chairman of Graphiti, questioned as to why mythological-based stories should not be used for animation. He pointed out that animation films did not do well because it was not made properly. “The animation films were flops because they were badly made by incoherent and incompetent producers with impossibly low budgets. They have caused incalculable harm to Indian animation, which is just taking off in the country,” he added.
During the same session, Jean Thoren, President and CEO, Animation Magazine, USA noted that ‘connecting with ones character and understanding it completely was very important before pitching it as a project.’ Agreeing with her and taking the discussion forward, Joanna Ferrone, Creator of Fido, USA stressed that content needs conviction and kids need content. Sharad Devarajan, Cofounder, CEO and Publisher, Virgin Comics LLC and Virgin Animation Pvt Ltd talked about their experiences in adapting Indian mythological content like Ramayana and others for the western audiences, which are presently waking up to content from the Indian subcontinent.
The second session on ‘New Age Technology & Emerging Production Pipelines in Animation’ had the speakers talk about one of the major problems facing the growth of this medium presently. Renowned international speakers like Jon Labrie, Founder, Blister Wireless, USA; Joan Vogelsang, President and CEO, Toon Boom, Canada; Sebastian Sylwan, Senior Film and Television Industry Manager, Autodesk Media & Entertainment, USA; and, Marge Dean, Animation Producer shared their experiences in their respective markets.
During the presentation, Sylwan pointed out that the top 18 of the all time top 20 films in the world used heavy VFX in its production. “There is a shift happening in the industry, where technical processes are becoming more creative led processes,” he added.
The final session of the day, presented a status report on one of the fastest ‘Gaming’. Moderated by Mohit Anand, Country Manager, Microsoft India, the session gave an overview on the present state of the Indian gaming segment, with emphasis on the different verticals including online, console and mobile. Noting the four roadblocks facing the segment, Anand continued, “The 4Ps that are affecting the growth of this medium are Price, Piracy, Parental perception and Paisa vasool (value proposition).”
Harminder Sahni, Managing Director, Technopak Advisors stressed that there has very little penetration through gaming in the country. Sharing some pointers from a research report, he stated, “The perception issue has to be tackled, where gamers perceive they are spending more time playing games than actually what they spend. Another noteworthy thing is that the substitute activity for gamers is watching television.”
Intending to give a wake-up call to the whole segment, Vishal Gondal, CEO of Indiagames.com gave an analogy of the story of an elephant and four blind men believing that each person holding to different parts of the animal’s body is the way an elephant is represented. Equating the gaming industry to an elephant, Gondal said, “We, across all segments – console, mobile, online, etc talk about the growth in our respective mediums. It’s now time to come together and look at the medium as a whole rather than in single verticals. At the end of the day, whoever can get the whole elephant will rule the market.”
Ajay Khanna, General Manager, Electronic Arts, India presented their prospects for the packaged games market in India, owing to the growth of gaming as a medium. In his presentation, Salil Bhargava, CEO, Jump Games, India noted that household penetration of gaming consoles is almost insignificant, but the mobile handsets is spiralling across India, presenting a large opportunity in this space.
Christopher Erhardt, Division President, Gameshashtra, India talked about their plans in creating an institute where they have identified courses to specifically concentrate on developing gaming content.
With such enthusiasm and optimism in the industry, penetration ought to be round the corner. Will the Indian animation and gaming industry develop as quickly as experts feel given the roadblocks it faces, is the question the industry wishes to have an answer for?
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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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