BOOK Layout pdf

ANIMATION & ADVERTISING 3

akash a. chavan

Diploma applied art

2017-18

l.s. raheja school of art bandra

Thesis

Animation

& advertising

ANIMATION & ADVERTISING 4

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Contents

INTRODUCTION
PROJECT STUDY
HISTORY ON ANIMATION
RECOMMENDATIONS
ANIMATION AND MOVIES
MARKET OVERVIEW
THE IMPORTANCE OF
ANIMATION IN ADVERTISING
COMPETITION
Reasons

ANIMATION & ADVERTISING 6

ANIMATION & ADVERTISING 7

INTRODUCTION

The use of “animation” in advertising is not a new
technique, but new technology and marketing trends
have affected the way it is used to sell products. In this
sense, “animation” has been regarded for some time

as the “retarded brother” of advertising.

ANIMATION & ADVERTISING 8

v

PROJECT STUDY

ANIMATION AND ADVERTISEMENT :

ANIMATION IS THE RETARDED BROTHER OF ADVERTISING EXECUTIVE SUMMARY:

EXECUTIVE

HYPOSUMMARY
THESIS

The most modern form of storytelling is animation. Today grandpa-
rents are replaced by Cartoon network and Hungama. India?s ani-
mation sector is witnessing a major boom. India has become an
outsourcing hub for animation films. Animation?s usefulness was
established long before television?s arrival as print and billboard
advertisers recognized the distinctive persuasive abilities of illus-
trations, as opposed to photographs. It was regarded as the retarded brother of
advertising but not now anymore. Animation includes commercials, movies, day
time television, primetime television, games, internet etc A great animated film
starts with a great story. The animation is just not cartoons but they are wonderful
movies which span generations and connect with audiences at different levels.
Animation film making in India is now serious in box office. A new outsourcing
fever has gripped India. Overseas entertainment giants like Walt Disney, Imax and
Sony are increasingly outsourcing cartoon characters and special effects to India.
Other companies are outsourcing from India for commercials and computer ga-
mes. Indian cities like Mumbai, Chennai, Hyderabad and Trivandrum have emer-
ged as the country?s major animation hubs. The animation production industry in
India has the potential to grow into an industry geared for exports. Indian design
studios are gradually establishing their credentials overseas, gaining valuable ex-
perience and building their skill-sets. If certain incentives are provided, India can
not only catch up with competitors but can easily move ahead of them. Conside-
ring the level of optimism in India definitely seems bright. Major studios abroad
have their attention focused on how Indian studios are managing the work cur-

Irently outsourced to them.
ndia has a competitive advantage in the software business, as it is a location that of-
fers cost effective solutions, world class quality, high reliability and rapid delivery.
It is a country in which more and more multinational companies are outsourcing
their software requirements to retain a competitive advantage. Having established
its presence in the global software development, it is emerging as the preferred
destination for outsourcing of IT enabled services.

ANIMATION & ADVERTISING 9

It has presence

of good studios:
India has a vast base of English
speaking workforce: Anima- South Korea, Philippines, Singa-
tion which requires familia-
rity with English language, pore and China are the major anima-
benefits when the work is tion competitors. If the animation
outsourced to India.Other industry gets support from the go-
countries like Korea faces language vernment then there is no stopping
problems. It has presence of good to its success. Subsequently, many
studios: India is the second largest training schools recognized by the
entertainment industry in the world, government will this will handle the
after Hollywood. Animation in the manpower skill set problem. Anima-
country provides a large supply of low
cost, high quality software engineers. Ttion and gaming industry are related
A number of Indian companies have
set up hi tech studios (equipped with and so also the internet.
the state-of-the ?art hardware and sof- herefore, animation is
tware) to execute overseas projects growing and is not a re-
and India provide low cost of anima- tarded brother of adver-
tion services. It has started working tising and it has made a
with 3D animation. India has made a niche of its own in the
successful full animated movie-Hanu- domestic as well as in-
man. There are other animated mo-
vies which are coming up. Bollywood ternational market. Advertising and
has used a lot of animation. . Japan, animation are related and one rein-
forces the other. Other countries like
Korea faces language problems. It
has presence of good studios: India is
the second largest entertainment in-
dustry in the world, after Hollywood.

ANIMATION & ADVERTISING 10

REASONS Advertising is changing its face
everyday and Animation is the
5 reasons to use new trend. If you wonder how
animation when to increase your brand’s online
advertising presence and share content that
engages, resonates and compels
your target audience to take positive action,
1Animation is the answer. Here are 5 reasons
why to use animation when advertising.
Animation engages -If you want to
grab attention and create content
that engages, the first option you
should think of is animation. It gi-
ves you amazing possibilities like
saying what you want and how you
want it. The online users are taking very posi-
tively the idea of watching, liking and sharing
entertaining animated videos that are also very
2useful.
It will cost you less - You will both
save time and money. Most peo-
ple believe that animation is more
expensive than it actually is. For
example, a real life commercial re-
quires a big crew, a lot of time and
money. The cost of animation against real life
filming may surprise you. The return on invest-
3ment could be invaluable long term.
You are creating a recognizable
face of your brand - By using ani-
mation characters as your brand’s
ambassador you will create a ti-
meless recognizable face that peo-
ple will link to your products and
business. You will also leave a memorable im-
pression to your current and future customers.
Tip: Get creative while making your animated
character. Use the craziest ideas because every
vision that you have in mind can be brought
to life. Think big and remember there are no
limits when you are creating animation.

ANIMATION & ADVERTISING 11

4Animation is more effectiveAccor-
ding to recent research of Crisp
Media, animated videos are 4.5 ti-
mes more effective than the tradi-
tional ads. When the ad is posted
to your website or social channel,
it has the potential to literally attract custo-
mers 24/7. You can also propel your brand to
a whole new level by using only one character
who communicate quickly and concisely with
5your costumers.
You can stand out from the crowd
and go viralMany videos have gone
viral and the popularity is some-
thing that can keep increasing. You
will also definitely stand out from
the crowd and be remembered.
Animated videos can be shared and posted to
social media accounts like Facebook and Twi-
tter as well.P.S. With animation, the sky is the
6limit!
Animation engages -If you want to
grab attention and create content
that engages, the first option you
should think of is animation. It gi-
ves you amazing possibilities like
saying what you want and how you
want it. The online users are taking very posi-
tively the idea of watching, liking and sharing
entertaining animated videos that are also very
7useful.
Animation engages -If you want to
grab attention and create content
that engages, the first option you
should think of is animation. It gi-
ves you amazing possibilities like
saying what you want and how you
want it. The online users are taking very posi-
tively the idea of watching, liking and sharing
entertaining animated videos that are also very
useful.

ANIMATION & ANDVERTISING 12

History

ANIMATION & ADVERTISING 13

A History of Advertising in Animation

These days, animation and advertising go hand in hand, but when
did this partnership form and how has it developed?

Some of the most memorable adverts from people’s childhoods will
have been animated by young professionals who went on to great
things. If you have ever watched a VHS you recorded years ago, it’s
always the adverts in-between the film or show you taped that bring
back the strongest feelings of nostalgia.

We at Skwigly wanted to look back at the partnership of these two
mediums and see how it has developed by selecting a few examples
from the history of animated advertising

Back in the early 1930’s, adverts were mainly live theatrical broad-
casts that consisted of someone telling you to buy a product. Anima-
tion was mostly reserved for comic strips or short skits in the Nickel
Odeon’s (movie theatres).

It wasn’t until the 1940’s that someone realized the amazing poten-
tial of art and animation within the advertising world.

‘What is the first animated advert?’ is a much debated subject. One
of the oldest recorded animated adverts is a stop motion short adver-
tising for donations to send matches to troops. It is named Matches
an Appeal and was created by Arthur Melbourne-Copper. It utilized
stop motion to illustrate a matchstick man spelling out the com-
panies’ name. Not only is it considered the earliest advertisement,
but perhaps even the earliest example of a fully animated film. ani-
mation-studio-london-colney “Matches An Appeal” By Arthur Mel-
bourne Cooper

It is crude by today’s standards but surprised and entertained au-
diences. No-one knows the exact date it was created but it dates so-
mewhere around 1899. This advert was a rarity at the time. Anima-

tion was expensive and seen(PasHimOpTraOct)ical, so it unfortunately didn’t

become a common thing.
Despite animation not having a big presence before the 1930’s, art

had an extremely big influence on the advertising world.
The incredible illustration work being done by companies such as

Coca Cola, who hired illustrator and artist Norman Rockwell to paint

ANIMATION & ADVERTISING 14

their ads between 1925 and 1939, are still to this day seen as pieces
of modern art, with a predicted sale price of $500,000 if they were
to go to auction . Rockwell

Norman Rockwell made Coca Cola the icon it is today
Back in the 30’s, these beautiful adverts sold Coke’s product very
effectively and showed that pictures could encourage a whole ge-
neration of teenagers to buy products. The advertisers could spe-
cify scenery and looks without paying a lot of money to change
ideas. This also created the first forms of touch ups. While models
would be hired to pose for the artist, illustrations allowed the ar-
tist to paint models with slightly longer legs, brighter eyes or even
completely changing their hair colour.
Animation in advertising held the same potential. With the in-
vention of television people were viewing advertising in a comple-
tely new way. The adverts were being shown in their homes and
they were accessible to the whole family.
This new form of audience excited advertisers, and companies
were more willing to spend money or take time to make their ad-
verts stand out.
An important aspect of animation was that it could be done in so
many different ways. Companies could create their own look and
use their own medium.
Stop motion allowed advertisers to use the item they were selling
to be the walking, talking or even dancing star of the show. This
gave the product a personality of its own such as in the 1960’s stop
motion advertisement for Nyquil.
Stop motion also allowed you to cheaply recreate and mock fa-
mous films or television of the time. A prijme example is the 1976
Chewit’s advert made by French Gold Abbott and created by John
Clive and Ian Whapshot. The advert shows a Godzilla type creatu-
re rampaging through cities and eating famous landmarks. It was
such a success that the sequel was delayed to give the advert a cult
status. The advert allowed the confectionery company to cheaply

ANIMATION & ADVERTISING 15

CHAPTER 1 :

BRIEF HISTORY
ON ANIMATION
A nimation is used everywhere. The mid 90s saw a plethora of
From movies to music videos to training institutes like the Film and
games, it?s everywhere and it is Television Institute in Pune, Zee
getting bigger by the day. The institute of Creative Arts and Heart
first animation - The Pea Bro- Animation Academy in Hyderabad.
thers directed by Gunamoy Ba- These institutes are helping to bui-
ld manpower base for animation studios The ra-
nerjee was released on June 23, 1934. After 1951, pid advancement of technology has made com-
puter animation available to the masses and the
the Indian Government took up the cause of ani- animation industry is one of the fastest growing
industries.
mation in India. The Ministry of Information

and Broadcasting played a very important role

in shaping today?s industry through its film pro-

Wduction unit. e have seen animation being
used to create ad films and
commercials for a long
time. Today, we see this in-
dustry resorting to anima-

tion in a big way to capture

the viewer?s imagination. Television channels

have been the other major exponent of anima-

tion. Channels like Sony, Sun, Star and Zee are

some of the channels that use animation for the

use of promos, automated real time graphics

and montage sequences. But reluctance on the

part of the producers to invest in an art form

with no clearly defined audience saw animation

being relegated to the occasional minute scenes

in Bollywood action thrillers. But this mindset

underwent a change with the success of Cartoon

Network in India. The latter half of the 90?s saw

a proliferation of animation studios across the

country, especially in the southern cities of Hy-

derabad, Chennai and Thiruvananthapuram.

This was when the industry developed a more

serious, export oriented look. The 90?s also saw

the merger of few animation studios like Uni-

ted Studios and Ram Mohan Biographics which

provided the industry with the requisite impe-

tus for growth. Another strategy followed by the

existing players was to partner with the design

studios of the West and take up co-production

and sub-contracting activities.

ANIMATION & ADVERTISING 1

(PHOTO)

Animation and
advertisment:

RECOMMENDATIONS

1) The animation industry will grow if it gets support from
the government. Therefore, it will be good for the animation
industry?s growth if government aid is given.
2) The government should help in opening recognized
institutes for the training of interested students who want to
make a career in this area.

ANIMATION & ADVERTISING 2

TOPIC

ANIMATION AND

ADVERTISMENT

Animation in India was pioneered by the Indian
advertising industry. India?s animation sector is
witnessing a major boom. The use of animation
in advertising is not a new technique, but new
technology and marketing have affected the way
it used to sell its products. Once a technique re-
served for situations where there was little money or motivation
to do something more creative, animation has become the techni-
que of choice in many advertising content. Some of the models
that the commercials would call for would be extremely difficult
to animate in the past (that is Saxophones, boxes of detergent,
bathrooms, kitchens etc). The modeled objects would then be ani-
mated and incorporated with live video. The process involved in
modeling and creating the animation could take a many weeks.
Since modeling is a very difficult and time consuming, some short
cuts that the animator would do is to only model the sections of
the object that would be shown in the commercial. This is a very
frustrating process because if all of a sudden the storyboard chan-
ges then that object would have to b e modeled again in the ri-
ght perspective. Selecting the right texture, lighting and colours
for the object can cause the animation to be rendered over and
over again. In most cases, advertising needs media to be inserted.
Usually animation is used with images derived live film. Some-
times the animation detail is so high, that viewers cannot tell if
what they are seeing is real or not. Animation includes commer-
cials, movies, day time television, primetime television, games,
internet etc. Marketers must sell true value proposition of online
advertising as Jupiter Research has made a forecast on online ad-
vertising that Local online ad spending will grow to $2.5 billion by
end of 2007 and online usage at home will a

ANIMATION & ADVERTISING 3

Usefulness was established long before televisions ar-
rival as print and billboard advertisers recognized the
distinctive persuasive abilities of illustrations, as oppo-
sed to photographs. Drawings have the advantage of
showing surrogates or idealized characters, compared
to photographically recorded models, they also as ad-
vertising pioneer, David Ogilvy claimed, ?represent fantasy which is less
believable.? Despite Ogilvy?s assertion, animation inherited drawing?s
persuasiveness potential once television arrived. As film or video matched
classical Hollywood film counterparts by keeping directors invisible, ani-
mated ad always had he potential to be better remembered for their style
and techniques if not also for their directors or designers. Today, as digital
animation has married photography with fantasy- often through surreal
collages- animation seems resurgent as a special branding tool. It offers a
quirky, self definition for products and services. Andy Arkin, a producer of
many commercials ranging from Jell O to MTV, noted that for many years,
the prevailing attitude was that if one did not have enough money to do it
right then one went with animation. It was regarded as the retarded bro-
ther of advertising. But now he says that clients are finally beginning to
realize that animation can actually take you as far, if not farther than live
action. Usually animation is used with images derived live film. Sometimes
the animation detail is so high, that viewers cannot tell if what they are
seeing is real or not. Animation includes commercials, movies, day time
television, primetime television, games, internet etc. Marketers must sell
true value proposition of online advertising as Jupiter Research has made
a forecast on online advertising that Local online ad spending will grow to
$2.5 billion .

ANIMATION & ADVERTISING 4

MOVIESANIMATION AND

ANIMATION & ADVERTISING 5

TOPIC

MOVIESANIMATION AND

Agreat animated film starts with a great story. The ani-
mation is just not cartoons but they are wonderful
movies which span generations and connect with au-
diences at different levels. The first real breakthrough
in animation technology came with cel animation,
invented by Earl Hurd. Now the actual drawings were
traced from the animator?s originals onto transparent sheets of cellu-
loid, laid over prepared backgrounds on the animation stand and pho-
tographed. The lack of storyboards and preplanning, more often than
not showed on the screen. New innovations in animation including the
use of colour, appeared in various animated cartoons after World War I.
Nineteen ninety two was the pivotal year for animation. Cels were now
being used by almost everyone and animated cartoons were showing
up frequently in film programs. The innovators were still at work and a
new star was rising in the firmament. In Kansas city, Missouri, a young
commercial artist was fiddling with animation. His first movies were
short advertising films for local businesses, that is when he had an idea
to combine live action with animation. Then began the production of
Alice and the cartoonland films in which a girl roams with her animated
friends. Because of his innovations, animated cartoons would never
be the same again. Animation veterans like Jayakumar says that India
has become an outsourcing hub for animation films. Animation film
making in India is now serious in box office. Bollywood blockbusters
like Lagaan, Mohabbatein, Kabhi khushi kabhi gham and Mission Kash-
mir offered much more to the audience than the histrionics of stars like
Amir, Shahrukh, Hrithik and the Big B. All these movies belong to a gen-
re which is increasingly placing more importance on stunning visuals
through computer generated special effects. A definite conclusion that
Indian audiences do not need to look only at Matrix, Titanic, Shrek and
other Hollywood productions to enjoy the dazzling world of animation
and special effects. Not only the desi products, even the techno wizar-
dry of Hollywood is not generated only out of American digital dream
factories.

ANIMATION & ADVERTISING 6

India boasts of a rich tradition of folklore and mythology, which lends itself excee-
dingly well to animation. Many companies like Toonz, Maya and Pentamedia have
also got into the animated versions of Indian fables and folk tales. There is defini-
tely no dearth of stories- Tata Exlsi recently released Krishna Leela, Maya comple-
ted 54% science fiction series titled ? Captain Vyom, the sky warrior while Toonz
is in the final stages of completing its series of Tenali Raman. Cartoon Network
is also planning to launch a series of programmes from adaptations of Indian fables
and mythology. Legend of Prince Ram did higher than any other Hindi feature of all In-
dia audience. This effectively means that as entertainment option, Indian animation is
really popular and as an entertainment option, Cartoon Network is as popular as gene-
ral entertainment with movies and programmes like these. Akbar and Birbal have been
made in the 2D format, and then there is also Legend of Buddha in 2D animation and
Son of Alladin in 3D animation. Cartoon Network India, was the first international kids
channel to acquire locally produced programming like the Pandayas-The five warriors,
Sindbad- beyond the veil of mists, Ramatam- the legend of Prince Ram. Being at the
forefront of kids television in India, Cartoon network is also actively exploring the ave-
nues of creative development of Indian animation products, where the network lends
its expertise on what works with Indian kids by collaborating with partner studios from
the conceptual stage to the final product. Extending the network?s role beyond just
showcasing an Indian animation, there is a hope to leverage in depth knowledge and
understanding of Indian kids and their needs while developing content that works.
UNICEF has won prize for its multimedia animation based project, packaging fictional
character called Meena, as a south Indian girl child and building positive characteris-
tics around her.

ANIMATION & ADVERTISING 7

ANIMATION
APPLICATIONS:

1) Educational tools like interactive CD-ROMS, animated videos, e-books etc
2) Training and instructional materials and online courses
3) 2D and 3D models for manufacturers, architects, interior designers
4) Presentation programmes
5) Web site design and development
6) Flash gateways and shockwave games
7) Web banners and home pages
8) Commercials and short films
9) Screen savers
International Animation day is 28 th October, the celebration is
aimed at attracting more youngsters to animation industry.

ANIMATION & ADVERTISING 8

CHAPTER 2 :
MARKET OVERVIEW

ANIMATION & ADVERTISING 9

CHAPTER 1 :

BIRIEF HISTORY ON ANIMATIONndias animation sector is witnessing a major boom. A new outsourcing fever
has gripped India. Overseas entertainment giants like Walt Disney, Imax and
Sony are increasingly outsourcing cartoon characters and special effects to
India. Other companies are outsourcing from India for commercials and com-
puter games. Indian cities like Mumbai, Chennai, Hyderabad and Trivandrum
have emerged as the countrys major animation hubs. The size of the Indian
animation market is estimated to be growing at 30% per annum. The current size of the
industry is estimated at US$2 billion and is expected to reach US$4 billion by 2008. (ARTI-
CLE: Interview report of Vice President of Animation Today, 2007) Thomson through its
Technicolour content services business expanded its entertainment services capabilities
with a strategic investment in Paprikaas animation, a leading animation studio and a
game content provider in Bangalore, India. Thomsons Technicolour Content Services is
the world?s second largest provider of content preproduction, production, post ?produc-
tion and distribution capabilities to the broadcast, cable, feature film, advertising and
ancillary home video and DVD markets. Paprikaas is a premier animation studio offe-
ring creative, technical and production capabilities to design and produce computer ani-
mation for feature films, television programming, commercials and video games with a
strong focus on digital 3D content. This strategic investment will strengthen Thomsons
commitment globally and in India its service offerings in the feature film, television ani-
mation and video game industries.

ANIMATION & ADVERTISING 10

IN THE IMPORTANCE

INdia, the worlds largest democracy and
home to more than one billion, has quietly
but quickly emerged as leader in the field
of software development and web based
services. India has a competitive advan-
tage in the software business, as it is a
location that offers cost effective solutions, world
class quality, high reliability and rapid delivery. It
is a country in which more and more multinational
companies are outsourcing their software require-
ments to retain a competitive advantage. Having
established its presence in the global software de-
velopment, it is emerging as the preferred destina-
tion for outsourcing of IT enabled services. Which
include call centers, medical transcription, revenue

1accounting, content development, animation etc.
India has a vast base of English speaking
workforce: Animation which requires
familiarity with English language, be-
nefits when the work is outsourced to
India. A number of animation com-
panies in India are also creating skilled
2manpower for the animation market through va-
rious training programmes.
Presence of good studios: India is the
second largest entertainment indus-
try in the world, after Hollywood. Ani-
mation in the country provides a large
supply of low cost, high quality sof-
tware engineers. A number of Indian
companies have set up hi tech studios (equipped
3with the state-of-the art hardware and software) to
execute overseas projects.
) Low cost of animation services: The
main reason why foreign entertain-
ment firms are flocking to India is the
cost advantage the country offers.
For instance, in the US animators can
cost abut $125 an hour. Toonz anima-
tion offers animation at 25 to 40% lower than other
Asian studios amd much lower than those of Ame-
rican studios.

ANIMATION & ADVERTISING 11

INDIA IS THE HUB OF ANIMATION:

IThe total cost of making a full length animated film in America is es-
timated to be $100million to $175million. In India, it can be made for
$15million to $25million. C.K.Prahlad, an animation consultant based
in Bangalore, says the biggest advantage is the cost factor. Indian ani-
mation companies are charging extremely low rates compared to the
other countries. That is attracting the Hollywood companies to out-
source their animation film series to the country, he said. In this situation, Indias
advantage of low production costs could be a boon to the domestic animation
industry said Margaret Dean, Sony Pictures head of family entertainment group
and a consultant to various animation studios in the U.S. Some of the service
that Indian Service Providers offer- 2D animation (classical, traditional and semi
classical animation) 3D animation Special effects (morphing, colour correction,
blue screen, composting) Editing (linear and non linear) Post production Film
scanning/recording Two things are of utmost importance for an animation pro-
duction house. The first is creative competence and the second is IT competence.
The entire business model needs IT. There are many factors which go into deci-
ding the IT structure. Though state of the art hardware, software and networking
solutions are critical, they are evaluated depending on what is most suitable for
the animation studio utilizes these solutions and equipment to create the desired
outputs. The end users are children who watch the final product on Cartoon ne-
twork or other TV channels on DVD or at the theatre.

ANIMATION & ADVERTISING 12

THE IMPORTANCE

OF ANIMATION IN

ADVERTISING

ANIMATION & ADVERTISING 13

TOPIC

TAHNE IIMMPORATTANICOE ONF

F or many years, the animation was considered as cartoons made for kids
to enjoy and not so much importance was given to this art. It is really a
difficult task to create an illusion of movement through photos, images
or drawings or even puppets etc. Before the animation industry was
revamped, the animation in all the world was done by drawing a large
number of drawings or taking many photographs and then running the
images or drawings together so that it will look like that the characters or puppets are

Hactually moving, creating a video for a movie or a television show.
owever, once the computer software made it is to create animated
characters, the animation industry took a giant leap because peo-
ple started thinking about ways of using animation in fields other
than cartoons for kids. Then it was realized that the animation can
be used as an effective advertising tool for promotion or publici-
ty of any business, product or service. Many advertising agencies
started using animation as an important advertising tool for various reasons.

ANIMATION & ADVERTISING 14

TAHNE IIMMPORATTANICOE ONF

1 Using animated characters rather
than actual models or celebrities for
producing an advertisement is quite
cost effective as it does not require a
lot of money to produce and create
an animated advertisement as com-
pared to an advertisement where you need to
2pay lot of money for hiring the models as well as
the complete team for shooting the commercial.
Using animation is also beneficial
because it also save time because
the shooting of a commercial, the
post-production process of that
commercial are time-consuming
processes and these can be avoided
3if animated characters are used in the commer-
cials.
The animation is a concept where
you can let your imagination soar
as there is no limit to your creativi-
ty. You can show whatever you ima-
gine or feel like through the anima-
ted characters. There are also no
limits for the looks and traits of these animated
4characters as developing the characters is solely
your decision and your design.
You don’t have to find a perfect pla-
ce for shooting the commercial if
you are opting for using animation
as the computer software and other
technologies can create the illusion
5 of any place in the world on your
computer screen.
he animated commercials always
grab the attention of the audience
quickly than the actual commercial
due to the different look of the cha-
racters in the commercial. These
animated characters make is possi-
6ble for you to communicate better with the tar-
get audience.
Animation can help you to make
your audience and target custo-
mers understand your product or
service in a better manner because
you can show them the processes
through the product reaches the
customers through animated commercials. This
is not possible using actual actors, models and
the complete team as it will be too costly and ti-
me-consuming.

ANIMATION & ADVERTISING 15

ANIMATION & ADVERTISING 16

ANIMATION & ADVERTISING 17

ISWHAT

ANIMATION?

F Animation is a graphic representa-
tion of drawings to show movement
within those drawings. Make ob-
jects change over time according to
scripted actions It is a medium whi-
ch helps us to understand things in a
different way. Animation is a term which makes
us recollect the funny cartoons, ferocious charac-
ters, imitation of real world people and magical
styles of text flowing which made us laugh and en-

Tjoy the beauty of creativity.
oday, the wonders of animations
are not limited to cartoon shows
and films that we enjoy. They have
become the highlight for the video
marketing campaigns. Look at this
exciting video promotion from com-
panies which will grab your attention. Guessing

Pthat you are back from the videos page!
eople are no longer interested in a
traditional content marketing cam-
paign in this digital era. Recent stu-
dies show that funny content was
the most shared content in social
media. Create your funny charac-
ters and create animated videos featuring them so
that people will love to see and share it.

ANIMATION & ADVERTISING 18

CHAPTER 3 :

ANIMATION & ADVERTISING 19

Competition

J apan, South Korea, Philippines, Singapore and China are the ma-
jor animation outsourcing destinations across the world. India
has some of the best animation houses in the world including the
likes of UTV Toons, Maya entertainment, Crest communications
and Prana studios who do 3D work. Infact, several postproduc-
tion houses have started to venture into 3D animation. All these
facilities are faring extremely well both in the international and domestic
markets. This is evident from the fact that UTV Toonz recently deployed
multiple licenses of Autodesk 3Ds Max 8software, the latest offering from
Autodesk which is a leader in the space of 3D animation and the products
are widely used in 3D animation globally as well as in India. Indian de-
sign studios are establishing their credentials in overseas geographies,
gaining valuable experience and building their skill-sets in this high po-
tential global market. Along with cost, quality plays a critical in outsour-
cing work to India. There are large film production studios and over 10
global class animation in India that are equipped with relevant experien-
ce, state of the art infrastructure and software platforms. India has more
advantage than other Asian countries in the outsourcing of animation to
the West because of the use of English language in work whereas the Chi-
nese, save those of Japan, were insistent on adapting only those elements
of foreign animation that fit their culture, never favouring full adoption
of English language. 1) Multiple viewpoints, business models, revenue
streams 2) Humble speculation 3) Unexploited opportunities, beyond
customer led 4) Pace of change in unlearning 5) Ability to synthesise 6)
Financial (deep pocket ) intervention. (Critical mass comes in an invest-
ment of a couple of million dollars)

ANIMATION & ADVERTISING 20

T RENDS IN ANIMATION INDUSTRY:
The most modern form of storyte-
lling is animation. Today grandpa-
rents are replaced by Cartoon ne-
twork and Hungama. The role of
animation has changed from the
past decade. Animated spokes characters are
being used more often to present high involve-
ment products to adult audiences. The Internet
already has a profound impact in the world. It
is changing commerce, research, entertainment
and information gathering- influencing the way
people go about doing their daily business. Today
online advertisers and consumers are demanding
more creative and integrative formats. The use of
rich media, including music, video and motion
along with the use of colour and graphics has ge-
nerated increased usage because of greater click
through. Marketers are recognizing the value of
Internet advertising and are now focused on de-
veloping the long term benefits from this form of
media. A lot of work is being done to improve the
visibility of Indian animation around the world.
There is now an organization, ASIFA ?India whi-
ch is a branch of international ASIFA Animation
Association. They are trying to help establish
animation in India. Currently there are 75 mem-
bers representing over a dozen various studios.
Another organization is being formed in an at-
tempt to pool the collective resources of Indian
studios so that they can make a global statement.
Toonz sponsers an international animation festi-
val called Week. Held every two years, the event
brings top talent from around the globe to India
to screen their films and talk about their art. It
also becomes a showcase for Indian animation
talent. There is great talent, great prices and
great stories.

ANIMATION & ADVERTISING 21

W ork is pouring in from places like the United States, Europe
and Asia in the form of outsourced projects and co-produc-
tion deals and the future of animation is brilliant, points out
P. Jaykumar, Chief Executive Officer of Toonz Animation,
arguably India?s biggest animation player. Toonz animation
is a complete state of the art facility, staffed internationally
trained creative professionals from around the world. The Toonz formats in-
clude episodic television animation, ad films, direct to video and feature len-
gth. A full fledged feature film called Tommy and Oscar is in the final stages
of production at the Toonz animation studio, Kerala. A team of artists and te-
chnicians are working frantically to complete the film for the Italian producer
Rainbow productions. The Walt Disney Company has outsourced some of its
major animation projects to various studios across India. Cartoon network is
buying animation films made in India. MTV has added India to its outsourcing
hub along with Philippines and South Korea. A slew of companies in the cities
like Mumbai, Chennai, Hyderabad and Trivandrum have dedicated themselves
to the outsourced world of animation and special effects.These include Toonz
animation, Crest communications, Maya Entertainment, Silvertoon studio, UTV
Toonz, Zee Institute of Creative Arts, Pentamedia graphics etc. These animation
firms have set up large production studios that are equipped with the state of
the art equipment and hardware and software like SGI, 3D Max, SoftImage, SFX
and processing motion capture facilities.

ANIMATION & ADVERTISING 22

M ajor challenge faced while setting up and
running an international standard animation
studio in India is the human skill set. There are
no schools, universities or even training pro-
grammes exclusively for animation. There are
some good art schools which give degrees in the
fine arts but they are not tuned to animation. Thus, skill sets are a
major entry barrier. 2) Another challenge is huge and capital requi-
rements. Animation is very expensive to produce, far more expen-
sive than live action films. Therefore, it?s hard to get advertisers
to pay the higher prices. But companies like Toonz have developed
a formula, which allows them to produce the series at one- fifth
the costs normally associated with this kind of work. Technology
keeps changing, so there is a need to constantly update the har-
dware and software. 3) The third challenge is how to optimize the
CPU power of the servers and IT infrastructure. Plug-ins, proprie-
tary software are available with vendors or in house software help
in this issue. Processes such as rendering use a lot of CPU power. At
times, even 250 blades of CPU are not enough- especially for hair
or cloth dynamics. 4) There is a lack of structure in the industry.
Animation movies are generally bought by the channels but the
lack of structure has ensured many unregistered users. The cost
of making animated movies is phenomenal and the unstructured
format leads to heavy losses. But with the set top box coming in,
channels will make more money than through ads. This is expected
to provide a boost to the growing industry.

ANIMATION & ADVERTISING 23

A nother factor to be understood is to understand
what the international audience looks for. Different
audiences from varied cultures appreciate different
styles of animation. We have the typical Disney type
of characters that are widely appreciated in India
but it would not be hit in U.S. who likes the more
contemporary style. 6) India faces severe competition from China
and Korea. They have been more organized in the pursuit of over-
seas animation projects and have tremendous support from their
respective governments in terms of finance and infrastructure.
The Japanese government agencies even sponsor overseas studio
executives for visiting their exhibitions. Funding is still an area of
concern and government should formulate incentive and subsidy
scheme for the industry. Supporting this view, MEL CEO Mr. Rajesh
Turakhia said, ?Government can help the animation industry by
giving us funding and recognizing the animation courses. Recog-
nition can help students to get bank loans, which is not possible
as of now. Other governments worldwide are promoting animation
by giving funds and ensuring that 30 ? 35% of the content is lo-
cal. Similarly, the Indian government should also give some kind
of boost to the animation industry by assuring broadcast of Indian
content on TV.? 7) India has traditionally been into 2D animation.
Even today most of the work being outsourced to India involves 2D
animation. In order to get hold of 3D animation, we need to prove
ourselves first by completing a major project. Other than bit roles
and in ad films we have not seen any serious 3D work being done
in India. The future is 3D and if we want to survive the rat race
then we need to ramp up our skills. But this does not necessarily
mean that 3Dis going to die a slow death. Although 3D animation is
becoming very popular with action series and special effects, few
animated Disney feature done in 2D were incredibly successful at
the box office.

ANIMATION & ADVERTISING 24

COMPETENCIES THAT ARE NEEDED:

1) Multiple viewpoints, business models, revenue streams
2) Humble speculation
3) Unexploited opportunities, beyond customer led
4) Pace of change in unlearning
5) Ability to synthesise
6) Financial (deep pocket ) intervention. (Critical mass
comes in an investment of a couple of million dollars)

ANIMATION & ADVERTISING 25

ANIMATION & ADVERTISING 26

ANIMATION & ADVERTISING 27

ANIMATION & ADVERTISING 28

ANIMATION & ADVERTISING 29

ANIMATION & ADVERTISING 30

ANIMATION & ADVERTISING 31

Animation in

Advertising
W e have discussed How Vi-
deos Can Boost Your Ad-
vertising Campaigns in
a previous blog, taking
it forward, it obliges me
to speak about anima-

tion content behind every video.Animation

is a term which makes us recollect the funny

cartoons, ferocious characters, imitation of

real world people and magical styles of text

flowing which made us laugh and enjoy the

Tbeauty of creativity.
oday, the wonders of anima-
tions are not limited to cartoon
shows and films that we enjoy.
They have become the highli-
ght for the video marketing
campaigns. Look at this exci-

ting video promotion from companies which

will grab your attention.Guessing that you

are back from the videos page! I have some-

thing interesting to share about why anima-

tion is a powerful aspect in your promotional

Nvideos. ot Boring It is not boring: Peo-
ple are no longer interested in
a traditional content marke-
ting campaign in this digital
era. Animations in promotio-

nal videos makes them enter-

taining. Consumers get engaged to videos as

they are not the routine lectures. Recent stu-

dies show that funny content was the most

shared content in social media. Create your

funny characters and create animated videos

featuring them so that people will love to see

and share it.

ANIMATION & ADVERTISING 32

I t passes thVideo Effectivee message
effectively: Animated videos are hi-
ghly effective in communicating the
message. Animations can go in deep
and explain the product and pro-
cess. For example, this video helps
to understand the process better. Without
animation, it is impossible to show the inter-
nal working of a product or a process as the
real time video may not be able to film/show
the internal process. These videos will have
a better recall value as they present informa-

Ition in a visually attractive manner.
maginationIt can present your ima-
gination: With animations you can
create videos which are not realis-
tic, but can depict your imagination.
These videos will allow you to show
some new inventions from the com-
pany, and will also create curiosity among
the customers about your new product. The-
se explanatory videos which contain anima-
tions related to product specification and
features will make customers excited about
the product. They will eagerly wait for the
launch of your product and help create a
buzz in the industry.

ANIMATION & ADVERTISING 33

Role of
Animation in
Advertising

H ere is a breakdown of the role of animation
in advertising today:An animated advert is
able to summarize your entire advertising
campaign in a brief visual which includes
sound, empowering you with a product to
get your concept across before the viewer
moves on. Animation allows you to create characters that
do not need to be realistic and imagine virtual worlds far
removed from our everyday lives, allowing you to capture
a viewer’s imagination while you tell your story. One role of
animation in advertising is that is helps improve your com-
munication with prospective customers. Not everyone will
read pages and pages of text to understand your product, but
most people will watch an interesting animated video. This
lets you explain everything simply and effectively, impro-
ving your customers understanding and often trust in your
product or brand. Making use of animation as part of your
advertising strategy can enhance your modern look and feel,
making your brand more edgy and interesting, especially to
millennials. Animated adverts are a lot more cost effective.
There is a lot less expenditure for labour and there is gene-
rally a huge saving in production costs, and less time delays.
You are able to pre-sell your products using animation, befo-
re you actually have a physical product available. Animation
allows you to demonstrate a product without actually having
it in your hand. Animation also allows for special effects,
lighting and colours to make it more appealing to an audien-
ce, that would be hard to achieve naturally.

ANIMATION & ADVERTISING 34

A nimation is generally fun to watch and
creates a higher viewer engagement
than traditional adverts.Animation of-
ten involves humour or comedic aspec-
ts that keep the viewer entertained for
longer and also invites sharing for bo-
nus marketing potential.Animation allows you to be a
lot more creative as you can present almost anything
in animation, you don’t have to stick to what is realistic
or possible as you would with live action videos. Blen-
ding the fanciful in with your story is also a good way
to capture viewer attention for longer.Animation can
capture the essence of your brand and express exactly
what you are wanting your audience to understand
about your product or service.Advertising animation
generally consists of short videos that communicate
clearly and quickly and impart information in a crea-
tive way to be memorable .Animation provides comic
relief in most instances which makes it more interes-
ting to viewers in general. Some of the ways that ani-
mation is used in advertising today includes:

C haracter animation which allows you to
create an animated character to repre-
sent your product or brand, which can be
more effective than a live spokesperson.
Animated advertisement made for TV,
social media platforms and websites to
improve share-ability over mobile as well as compu-
ter.Animated infographics allow businesses to create
ways of training staff or producing reports and infor-
mation to stakeholders in an engaging and informa-
tive way. Complex content can be shown in a easy to
understand way and can be retained longer. These can
also be used in emails to clients to share information
in a fun way.

ANIMATION & ADVERTISING 35