Eallin Motion Art, the design-based production company specialising in animation/ CGI/ VFX, mixed media and new media (augmented reality, video mapping and online advertising), has set shop in India. The main focus of the company will be providing mixed media and new media solutions to the Indian advertising industry.
Commenting on the India foray, Nitin Pai, Managing Director – Asia and Executive Creative Director, Eallin Motion Art said, “We always had plans of setting shop in India, but were not sure of our positioning. India is an emerging market and focusing on India and China is quite a logical step since the advertising businesses in these countries are growing and there is a clear slot in the market with the absence of specialised production houses. The services that we provide are yet to have a strong foothold in India, so we are looking at India as a virgin market and planning to provide these path-breaking solutions.”
He further said, “Mumbai is considered as the capital of advertising and the movie industry, hence we decided to open an office in Mumbai. We will be handling the Asian business from here. We have major plans of expansion. If things fall in place, soon we will have our offices in all metros, as well as in China, Korea and the Middle East.”
According to Pai, the animation and mixed media is a marginal discipline in advertising and filmmaking. Agency and clients do not have much experience about the possibilities of this discipline, hence it is necessary to educate, inspire and encourage the target audience, he added.
The aim of Eallin Motion Art is to extend the operation of animation, mixed media and new media in the Asian region. “We are taking baby steps towards it. We are showcasing our work to advertising professionals, showing them the possibilities. Gradually people will warm up to the idea and the work will start flowing in,” said Pai.
Eallin Motion Art was started 13 years back by Lukáš Skalník (MD) and Martin Hovarka (CEO) in Prague, Czech Republic. Eallin Prague caters to the Central European market. The company handles brands such as Ikea, American Express, Tetra Pack, Fiat, Ford, Subaru, Novasport, Czech Television, Red Bull, Coke, Nescafé Gold, Pilsner Urquell, Radler, Aldaris, Staropramen, Jagermeister. In India, the company has done commercials for Godrej Aer, Tata Sonata, Royal Stag (with Saif Ali Khan), and Navratna Oil (with South Indian actor Surya).