Animation has a high level of universal acceptance. While mainstream Indian filmmakers have realised the potential of this burgeoning industry and are gradually making animation an integral part of their films, they are limited to a few clips incorporated in movies like ‘Main Prem Ki Diwani Hoon’ and ‘Hum Tum’.
However, things are now changing. Currently, the Indian animation industry is witnessing and enjoying a revolution that could (to an extent) steal away the thunder from popular cinema.
Percept Picture Company’s ‘Hanuman’ is India’s first animated film on the adventures of the monkey god Hanuman. The film, releasing in October this year, revolves around the extraordinary adventures of Hanuman, blessed by the gods with supernatural powers, unbelievable strength and sharp intelligence. Directed by animation wizard V G Samant, the film traces Hanuman’s journey from his birth to the epic battle against Ravana.
Listing the unique selling points of the film, Shailendra Singh, Joint Managing Director, Percept Holdings, said, “Hanuman is the lovable hero of the great Indian mythology Ramayana. Children in India as well as abroad love the character and elders look up to Hanuman as an inspiration for gaining strength.”
“With the release of ‘Hanuman’, Indian audiences, who have never been exposed to an indigenously created animation on the big screen, will have a full length animated feature film to watch,” he added.
According to Singh, animation in India was at a nascent stage and Percept Picture Company saw great potential in this space. He believed, “We need to constantly upgrade our knowledge in this space by keeping international standards as the benchmark. This will further help us compete with the animation industry abroad.”
Singh, however, noted that India was increasingly being recognised (at different levels) as a developed hub for animation. He pointed out, “A report by Anderson Consulting pegs the Indian animation industry at $550 million. It also estimates a growth rate of 30 per cent annually in the next three years resulting in a $15 billion industry by 2008. The study also reports that India will receive more than $2 billion worth of animation business by 2007.”
Developers from India have worked on international projects such as ‘The Lord of the Rings’, ‘I-Robot’ and ‘The Day After Tomorrow’.
Singh further said that Factors LIKE better facilities, developers, institutes, libraries, funding policies and IPR regulations would collectively ensure a robust future for the Indian animation industry.
“We also need more production houses to come up with full length animation movies. There has to be community-building ideology within the industry. There are very high chances that success of one film could boost the chances of the other as animation has a big chance to enter into the Indian mainstream. Other services like animated gaming, advertising and promotions will also prove to be beneficial for the animation industry as a whole,” he added.
Percept Picture Company, currently working on full-length feature films for mythology and history, is consistently exploring possibilities of fusing animated characters in its mainstream motion picture projects.
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...
The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions
Perfumes are invisible and these new ads from Skinn create a story out of this
New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking