Indian animation industry expected to reach $950 million by 2009 – But can it?
The recently concluded Nasscom summit has pegged Indian animation industry to grow from its current size of $285 million to $950 million, and all this within by 2009. The Indian animation industry has done itself proud by making films like ‘Hanuman’ and has attracted international attention and praise. But does it have the required skilled manpower to take on the challenge?
The recently concluded Nasscom summit has pegged Indian animation industry to grow from its current size of $285 million to $950 million, and all this within by 2009. The Indian animation industry has done itself proud by making films like ‘Hanuman’ and has attracted international attention and praise. But does it have the required skilled manpower to take on the challenge?
Naren Multani, Creative Director, Films, McCann Erickson, pointed out, “The infrastructure is there, but we are way behind in the quality of films that we are churning out. Look at Malaysia, Bangkok, and I am not even comparing to the US market. It is not as if we are not doing work, in fact, we are doing lots of work, but we need to really step up the quality of work and that too on a consistent basis.”
Making a case for what the right kind of manpower and talent can do for this industry, Rajesh Turakhia, CEO of MEL, asserted, “Just like the IT industry where manpower drove the growth, such is the case with animation. We have the creativity, but we need more people. If we have to equal the experience of the international experts who have been in the industry for the last 20-30 years, we need to set up quality training institutes.”
The industry should invest in training and no compromise should be made on quality and delivery. The existing artists should upgrade their skills to the next level.
According to Zubin Pastakia, Partner, Infinity Studios, “We have the talent, but it is not tapped in the right direction. The manpower we have is not trained and for this we need proper educational institutes. Majority of the existing institutes are not doing enough to help the industry.”
“It is not as if we do not have training institutes, but the need of the hour is that institutes need to be set up which take in good people and churn out better people. Technique and technology is not a problem in India as any technology, software, hardware launching in the international market can be made available in India too, the problem area is manpower. There is no formal education,” commented Mohan Krishnan, Head of Corporate Communication, Prasad Group.
Another important aspect, according to MEL’s Turakhia, was that India had a lot of potential and as the merchandise market matured, growth would be derived from there. International movies like ‘Star Wars’ and ‘Pokemon’ have become bigger properties because of their merchandising ability. They have garnered more business because the scope of marketing the merchandise items was a lot more. ‘Hanuman’ is just the beginning and that just goes to show that if an animation film is marketed right, it can prove to be very lucrative.
E Suresh of the Famous House of Animation said, “India and China as a market has a large scope. There still is a large audience base that is untapped, and we will do wonders if we can tap and convert the kids from smaller towns to get hooked to cartoons. Thus, the potential lies in creating a market and we need to explore and push the boundaries. Give our viewers the variety one can get from the international markets.”
There is still a lot to be done before advertisers start putting their money in animation. Though we have examples like Fido-Dido-7UP, Kellogg’s, Amaron, and the Aditya Birla Group, the count is still very less.
To put things in perspective, it is safe to state that the boom one expects in the Indian animation industry is really in the creative capabilities and purview of the Indian professional themselves. It is we who can decide at what rate and how the industry can grow as the potential is definitely huge. For this, the industry needs to develop and nurture artists with the right orientation and remove the stumbling blocks.
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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."
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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.
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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.
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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.
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“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.
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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.
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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.
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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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