Indian animation industry targets niche market

Bhavana Puljal - Televisionpoint.com | Mumbai
After creating an identity for itself in the global market, Indian animation industry is ready to up the ante further. The industry, which has capitalised on low-cost manpower, is exploring techniques like animation through sand, textile, oil on glass and clay.

Experts believe that by using these methods commercially, India can create a niche for itself in the world of animation. "The use of these techniques has been limited to college projects. But now students in various institutes like NID, IDC of IIT-Bombay are increasingly using them for short duration animation movies," says animator Nina Sabnani.

While the techniques are not exactly new, these are gaining popularity, in terms of experimentation and learning among the young animators. The cost of production depends on the method used but is definitely less than the computer generated animation. A short film may be made at a cost as low as Rs 30,000 and can go up to any amount. It is the amount of time involved that has been discouraging the use of these methods. A 30-second clay animation ad might take 7-10 days to complete.

Clay animation or claymation has been used for several television shows and advertisement. Vaibhav Kumaresh, who has done a few projects using clay animation says, "Television industry has been encouraging the use of unique methods. We created clay animated Poga, a series on MTV that spoofed alternative healing therapies. Vaibhav conceptualised and designed the Channel V mascot - Professor Sodhi aka Simpoo, and the Amaron ad featuring the clay figures of a hare and a tortoise.

Says animation film designer Prakash Moorthy, "India has a rich heritage in terms of art, dance and culture. We need to create a foundation for animation as strong as those. India can make a mark by using its originality and blending heritage with animation."

Ahmedabad-based National Institute of Design focuses on originality of content. It, therefore, allows students to experiment and use methods which have not gained popularity commercially. "Young creators get a lot of exposure, so they are free to experiment and work on such things, especially with digital props, images and lights. Also, these have been accepted very well in European countries and at film festivals, further adding to the glamour of animation", says chairman and chief creative officer Graphiti Multimedia Ram Mohan.

Most of the work has been done in form of short films. "A lot of time and patience is required, when one is using such methods of animation. There are only a few animators who have gone all the way to make films using these methods. Chicken Run is one such example, based on model animation. But undoubtedly, as these methods are being explored more, the numbers will also increase. Another drawback is that these methods are usually 'one man show' and it is difficult to divide work. Unlike digital and cell animation, it is labour-intensive. Most people don't have such patience", says Mohan.