Special visual effects always add that extra zing, be it a feature film or an ad film. Visual Computing Labs (VCL), a division of Tata Elxsi, is the creative graphics house behind those breathtaking effects in ‘Dhoom2’. Established in 2003, the agency has also created special effects for numerous ad films, including the recent Thums Up and Pilsbury ads.
Said Bhaskar Dutt, VCL’s Marketing Head, “VCL is the only company in India to provide animation as well as VFX services under the same roof. We have already done works on numerous Hollywood and Indian feature films, along with several ads for Indian as well as European and US clients.”
Giving an example, Dutt said, “For an ICI Dulux paints ad, which was primarily shown in the South, we had created water-men coming out of walls.”
Besides ‘Dhoom2’, VCL has done the special effects for mega hits like ‘Rang De Basanti’, ‘Kabhi Alvida Na Kehna’, etc. In ‘Kabhi Alvida Na Kehna’, the company had done crowd multiplication for a particular scene. The company has also done some ads for Godrej and Bausch & Lomb. They have also done character animations for the mascots of Cheetos and Pilsbury.
Speaking on the need for these services in the advertising industry, Dutt explained, “With these high-quality effects, the ads will have feature film quality production.”
Meanwhile, the company has a lot more SFX in the offing, including movies like ‘Jodha-Akbar’ and ‘Drona’ as well as an ad for Wrigley’s.