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New TVC of Tata Tiscon does a modern Noah’s Ark with special effects galore

New TVC of Tata Tiscon does a modern Noah’s Ark with special effects galore

Author | Indrani Sinha | Monday, Dec 26,2005 8:05 AM

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New TVC of Tata Tiscon does a modern Noah’s Ark with special effects galore

In olden days, Noah had created an ‘ark’ to shelter every species on Earth from a devastating deluge. In the post-Tsunami, post-Katrina era, requirement of a similar refuge from the vagaries of nature has become very relevant. Tata Tiscon is one such company engaged in helping build long lasting structures. In order to lay stress on its re-inforcement bars, Tata Tiscon has come out with a new TVC.

Made by JWT, Kolkata, the new TVC is a 3D animation story of animals escaping a typhoon and taking refuge in a home built with Tata Tiscon re-inforcement bars.

According to Senthyl Parthasarathy, film director and Creative Chief, JWT, Kolkata, “Since the project not only involved character modeling, which is the animals, but also special effects like typhoon, dust and destruction, the post-production house needed to be technically sound in creation, animation and composing, which is the part where everything comes together in various layers.”

“Detailing would also play a crucial part in the overall look and feel of the film… we wanted the typhoon to have a mockingly threatening personality and be fluid in its movement. Then there were issues like moving clouds, shadows and birds, not to mention the music,” he further said.

Speaking on the thought behind the TVC, M S Balaji, Senior Vice-President and GM, JWT, Kolkata, “When it comes to building a home, one of the least priority items on people’s minds are re-inforcement bars. This is largely due to the fact that the product is hidden and other materials like cement and paint are more visible in their advertising. Hence, the challenge was in grabbing consumer attention.”

The making of the film itself was almost as painstaking and long drawn as building a house itself, as according to Uttio Majumdar, Client Services Director at JWT, Kolkata, it was a two-and-a-half-month project and involved creation of almost 1,500 frames.

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