Indian animation: Realising its true potential
The Indian animation industry today stands at Rs 12 billion, and is projected to grow to Rs 42 billion by 2009. Animation in India is currently riding on two key factors - a large base of highly skilled labour, and low cost of production. While the industry is gaining prominence steadily, several important factors such as the government's role in supporting the animation industry, producing original content locally, and the importance of training, will steer the industry to greater heights. .
The Indian animation industry today stands at Rs 12 billion, and is projected to grow to Rs 42 billion by 2009. Animation in India is currently riding on two key factors - a large base of highly skilled labour, and low cost of production. While the industry is gaining prominence steadily, several important factors such as the government's role in supporting the animation industry, producing original content locally, and the importance of training, will steer the industry to greater heights. .
'Vision India - Animation Leaders Speak' raised the all important question – Can India outperform or come on par with advanced animation content creating countries? Ashish Kulkarni, Founder and Executive Producer, Anirights Infomedia Pvt Ltd, was the moderator for the session, while the panelists comprised Vincent Edwards, Director, 'Spiderman'; Tapaas Chakravorti, Managing Director, DQ Entertainment; Ronnie Screwvala, Chairman, UTV; Anthony Boucher, Cinnamon Entertainment, UK; and A K Madhavan, CEO, Crest Animation Studio. .
Being in its nascent stage, the animation industry in India has not been very stable. However, it is stepping into the next era of development. Chakravorti said that though countries like South Korea and China were far ahead of India in this space, India had the potential to be recognised as an animation hub, if certain factors like education facilities, funds, infrastructure and constant development of original content were stressed upon. It was also important to develop original content that appealed to audiences in America, UK, and Europe, he said. .
According to Chakravorti, international exposure limited to the business of non-creative executives and lack of financial backing from the government were the major deterrents to India being recognised as an animation hub. .
Boucher said that Cinnamon was a company that focused on investing in entertainment, and that it was committed to India. However, India was a long way from being an animation hub despite having encouraging factors like an English speaking talent pool, and low production costs, he added. "India can be recognised as a key player in animation if you look at the industry as a serious business and invest heavily in developing this space," he further said. .
According to Edwards, movies were all about magic; and to create global brands, he reasoned, content should have universal appeal. The Indian outsourcing industry, according to Edwards, should be considered an advantage only to train people in the basics of animation, but not as the final word in gauging the industry's growth. The best way to ensure wholesome training was to invite global animation experts to train people in Indian production houses that provide animated content, he explained. .
UTV's Screwvala opined, "Competitive advantage is not possible if India continues to be a low-cost animation production country." He said that the early players in Indian animation did not stress on training and investment, and this had stunted the industry's growth. However, he reasoned, that India had an advantage over global players in that there was not much by way of government regulations, and this kept the industry free of several complexities. .
Madhavan said, "I am bullish about animation in India." According to him, India's creative workforce needed to recognise the art of story telling, as this would ensure being noticed as a quality animation content producer. .
'Master Class in Making of Animated Movie' had David Sproxton, CEO, Aardman Animations, UK, and creator of 'Chicken Run' reconstructing 'Wallace & Gromit' - from pre-production and production to post production. The animation series based on the simple but adventurous premise of highly inventive Wallace and his faithful dog, Gromit, has won several awards. Sproxton said, "To create a successful movie, it needs to have a story with a heart and be driven by passion." .
Wallace & Gromit's success formula is the relationship between the two lead characters that moves from Gromit barely tolerating Wallace to getting Wallace out of trouble every time he gets into his highly inventive mode, and then back to Gromit tolerating Wallace. Several characters were added over the years to make the movies engaging and timeless. The recent movie 'Wallace & Gromit: Curse of the Were-Rabbit' has Helena Bonham Carter and Ralph Fiennes lend their voices to the characters Lady Tottington and Lord Victor Quatermaine, respectively. .
India definitely has some advantages and potential to develop the animation industry. Training, investing heavily in the industry, and providing original and compelling content, will be critical to its growth. The encouraging news is that while the primary work coming to India is through animation outsourcing, the industry is moving up to the next level, with some co-production assignments also trickling in – slowly, but surely.
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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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