Innovation in the field of Animation in India
From thinking that animation is all about making cartoons to making fictional movies like Baahubali and superhero movies like Krishh, we have come a long way in understanding how film makers can innovate in the field of animation. This thinking of cartoons = animation began with the flip book concept in which cartoonists drew each sequence on a separate page and just flipped the pages. Remember the first animated song that was featured on DD Metro? Ek Chidiya Anek Chidiya – song which taught us about unity. It still takes us down the memory lane.
Ghayab Aya was an Indian animated serialized animation film. It was first shown on the National television network Doordarshan in 1986. The story revolved around the adventures of a friendly ghost named Ghayab.
A few years ago, there was a phase when we could easily find an animation studio just a few kilometers away, as there was a rise in the quantum of work in the field of animation. However, what was lacking was quality. Today, in the year 2018, we are able to enjoy almost every facet of animation in India. What made such a big difference? Here are our thoughts:
Outsourcing: Believe it or not but most of the Hollywood movies that we watch these days are outsourced to India for the VFX and animation content. Kishore Kumar Alagirisamy, Tanseer Ahmed, Shreya Shetty, Anoop Chandran were a few of the lead artists working on the Oscar winning movie – Life of Pi. Khaleesi’s dragons in the famous Game of Thrones series was made in Mumbai based Prana studios, specializing in VFX content. That’s how Indian animation companies have been able to gain it’s foothold in the international market.
- Intellectual property: Animation is 70% art and the rest is all technology. Concept like Baahubali not only appealed the audiences with its visual effects but also through its storyline. It became the highest grossing movie in the history of Indian cinema. After Baahubali – the Beginning, it was amazing how audiences eagerly waited for the 2nd part of the movie which took almost 2 years. While all the amazing skills were outsourced for international movies, it was important that the skills are showcased in India and there is no anonymity.
- Rise of 3D movies: India witnessed its first 3D animation film with Chhota Chetan. Today, almost all superhero movies like Avengers or the Black Panther are released in 3D. The number of theatres equipped with 3D technology has increased in India giving rise to more demand for 3D content.
According to the KPMG India-FICCI Indian Media and Entertainment Industry Report 2017, the Indian animation and VFX industry grew at 16.4 per cent in 2016 to reach a size of INR59.5 billion, driven majorly by a 31 per cent growth in VFX, with animation remaining steady at a growth rate of 9 percent.
The VFX industry has become an inseparable part of film making. Though international projects continue to account for the lion’s share of the industry revenue, domestic productions such as “Baahubali”, “Tiger Zinda Hai” and “Mohenjo Daro” have evidently carved a niche for themselves.
The digital gaming industry worth USD890 million is rapidly growing in India with more and more people accessing gaming content on various platforms such smart phones, PCs, XBOX and Playstation. The demand for games is on an upward curve and it is estimated that India’s mobile games market will be worth USD 1.1 billion by 2020.
Broadcasting units prefer to partner with animation studios for consistent original IP. With Nickelodeon focusing more on localised shows like “Motu Patlu”, animation for educational content and animated rhymes for children is also in great demand on the digital space. Global players such as Amazon Prime and Netflix are signing contracts with various studios in India for exclusive content licensing. With appealing content & better insights, digital is a better way to track how many audiences are watching your movie or series.
As compared to our US counterparts, we are still progressing in this field. At Creative Alchemist, we strive to bridge this gap. With well-equipped studio & mentors from the industry, we are sure to create more talent in the country and soon be at par with the counterparts.