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Tata Elxsi creates power packed special effects for Videocon’s latest commercial
Mumbai, November 11, 2009 – Visual Computing Labs (VCL), a division of Tata Elxsi Ltd and a leading animation and visual communications venture / studio announced that it has recently delivered innovative special effects for Videocon’s latest television commercial (TVC) for its new range of washing machines.
This ad is unique in that it likens clothes as susceptible to germs to the way people fall sick due to viruses. The ad was conceived to communicate the fact that the new Videocon washing machine has the power of Quanta Wash with the edge of UV ray technology that kills such micro germs. This idea is conveyed using various 3D animation characters.
The challenge was designing four different characters, with each character representing a person wearing the garment and his / her personal traits and attitudes towards life. These attitudes / mannerisms had to be further infused with vigor and made to ‘come alive’ through the performances of the four characters in the animation. This unique combination is what orchestrated the main message, which has come across dominantly through the ad and helped Videocon drive home its point effectively.
This TVC has been directed by ace ad film maker Mintoo Singh of Classics Films. At the outset, while the TVC looks uncomplicated to a non-discerning viewer, tremendous effort has gone into making this a visually foolproof commercial and ensuring that the animation aptly fitted into its proper environment and not ending up looking flat and stuck on. To fit the animation seamlessly onto the live action person’s T-shirt and actually model the T-shirt / shirt complete with folds that matched the ones in the live footage was extremely challenging to say the least.
Speaking about the creation of the commercial, Mr Suhael Merchant, Animation Director, Visual Computing Labs, Tata Elxsi Ltd said, “The use of animation in advertising is fast becoming a potent force for companies to reach out to the target audience. The uniqueness of this ad film was that even though animation was used as the medium to communicate, the characters for the film were absolutely regular animation characters. The integration of the animated characters being used as prints on various people’s t-shirts and the seriousness of the film’s message is what makes this ad stand out.”
“Over the years, VCL has been instrumental in the creation of ground breaking TVCs and this Videocon TVC is yet another example of an innovative and effective campaign. Given the fact that Indian animation companies are moving up the value chain, we at VCL all fully geared up to take the Indian animation industry to its next echelon”, added Mr Suhael Merchant.
Since its inception, VCL has pioneered some of the finest animated and VFX work that has originated from India and garnered significant worldwide recognition. VCL has successfully delivered fully animated TVCs on a habitual basis for both Indian as well as global customers, the latest being the Kelloggs Honey Loops TVC.
The Himani TVC for the production house, Equinox also created by VCL won the FICCI BAF award this year for executing outstanding visual effects in the category of “Best VFX in a commercial”. The division, in order to strengthen its foothold in the TVC arena has a dedicated team to work in tandem with TVC production houses, advertising agencies and end advertisers globally.
VCL has worked for well-known ad agencies and independent ad filmmakers in the past. Its portfolio includes advertisements for Cheetos, Pillsbury, Huggies, Fanta, and MSN Messenger, besides two Coke commercials for overseas audiences. The division has also worked on projects for Walt Disney, Sony Pictures Imageworks, Lions Gate, MGM and Digimation.
About Tata Elxsi Ltd’s Visual Computing Labs
Visual Computing Labs (VCL), a division of Tata Elxsi Ltd, is a creative facility offering animation, digital visual effects and game asset building services for the global entertainment and broadcast industry. With state of the art studios and multi-faceted creative and technology teams in Mumbai, India, VCL is now considered India’s preeminent motion picture visual effects studio has created special effects for many significant films like “Rab ne Bana di Jodi”, “Jodhaa Akbar”, ” “Taare Zameen Par” (India’s official Entry to the Oscars), “Rang De Basanti, ” “Dhoom 2”, “Gandhi My Father”, “Ta ra Rum Pum”, “Hum Tum” and many more. Roadside Romeo, India’s first fully animated theatrical motion picture was also India's first nomination for the Visual Effects Society (VES) Awards in 2008 along with Wall-E, Waltz with Bashir and Kung Fu Panda. VCL has also worked with other leading US entertainment companies including Sony Pictures Imageworks, Industrial Light and Magic (ILM), Lionsgate, Mike Young Productions, MGM, STARZ/Film Roman, and others.
About Tata Elxsi
Tata Elxsi Limited (www.tataelxsi.com), the Product Design arm of the multi-billion Tata Group, is a company focused on delivering outsourced Product Design and R&D services and solutions to customers worldwide. Core technology strengths, domain skills, system engineering capabilities, custom processes for design and proficient designers, form the nucleus of the company. Tata Elxsi is a SEI CMMi Level 5 company.
Headquartered in Bangalore, India, the company is supported by a strong network of offices all over the world. Tata Elxsi’s design services are supported by state-of-the-art design and development centers in India, Japan and the UK. Tata Elxsi’s local presence in the USA, UK, Germany, Canada and Japan assures easy access to the company’s global customers as well. Tata Elxsi is a public stock company traded in the Indian stock exchanges.
For more information please contact:
Kunal Saigal / S Devnath
Visual Computing Labs (VCL)
M: + 91 – 98201 41006
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