TUESDAY, SEPTEMBER 19, 2017 W W W. F I N A N C I A L E X P R E S S . C O M T W I T T E R : @ F E B R A N D WA G O N FACE OFF P3 The first TVC for Paytm Mall, though functionally effective, misses scoring on the creative front ‘I BELIEVE WE ARE A MID-SIZED AGENCY IN INDIA’ IN THE NEWS DDB Mudra bags Puma’s mandate Puma has assigned its creative duties to DDB Mudra Group in India.The business will be led by DDB Mudra South’s Ranji Cherian (president and managing partner) and Vishnu Srivatsav (creative head). Khandelwal made Payback’s CMO Payback India has appointed Ramakant Khandelwal as chief marketing officer.He has been with the company since 2010 as part of the core management team. ADK-Fortune wins RSPL’s two brands ADK-Fortune will handle creative duties of RSPL’s ProEase Sanitary Napkins and XPERT dishwash.The agency’s Gurgaon office will handle the account. F E B R A N D WA G O N AROUND THE WORLD P4 REVIEW CORNER P3 Srija Chatterjee of Publicis Worldwide India on the agency’s ambitious growth plans, making pitches a habit and the need for an entrepreneurial spirit FA C E B O O K : FROM FACEBOOK DECIDING TO INVEST IN ORIGINAL PROGRAMMING TO ADIDAS' BEER-REPELLENT SHOES — NEWS THAT MADE NOISE Animatedly speaking Today, animation isn’t just about cartoons. India witnessed its first-ever animation movie in colour, The Banyan Deer, in 1957, and the rest as they say, is history. BrandWagon's Meghna Sharma profiles some of the Indian production houses that are working relentlessly to keep the industry alive P Jayakumar CEO, Toonz Media Group Gaju Bhai (Disney India), Gatu Batu and Pakdam Pakdai (Nickelodeon), Sab Jholmaal Hai (Sony YAY!), Jamillah &Aladdin (CbeeBees), Gummy Bear series (YouTube), Sherazade (Kika Germany), Darwin & Newts (New Zealand onAir) I entered the industryin early1999 as one of the founding members ofToonz Animation India.Thosewere the times when animationwas an alien concept in the country.We had to create talent,awareness and an industryfrom nothing.In essence,I would saythatToonz and I grewtogether. We were the first to create a 2D animated series and feature film in India,first stereoscopic feature film in the country,one of the first studios to have a YouTube funded series and a strong presence in Asia,Europe and the US. Challenges While the West celebrates over 75 years of its history,the animation industry in its commercial form is less than 20 years old in India.Budgets are very low which cripple the quality of animation.This The tech-savvy Indian is overwhelmingly consuming digital content. This gives a lot of hope to animation studios which can now create and air their own content. India now has new and strong digital broadcasters who are commissioning and creating newer and edgier content. This creates a strong competitive market which in turn urges traditional broadcasters to open up for newer content.This chain reaction is quite a positive change that I see in the Indian scenario.Young parents are getting acclimatised to consuming digital content for themselves and for their kids. Learning from the West The Entry Claim to Fame THE WORK: Looking Ahead Disney India’s Gaju Bhai makes it difficult for content produced in India to travel overseas since the latter consumes very high quality content. While India has the oldest and the strongest storytelling culture,it is quite difficult to find great talent when it comes to writing for animation.We need high quality training programmes for animation script writing.As viewers,our mindset should also change.We still believe that animation is just for kids.This limits confident angels from investing in the industry on mega projects. The West doesn’t try to create shows for the world; they try to create great stories which naturally become universal.While in India I see an increasing surge to create the so-called ‘global content’, I feel that we should create great stories and the globe will enjoy it.The best thing about the western population is their attitude towards the medium of animation.While they enjoy animation irrespective of their age,we dismiss animation as something created for kids. This attitude needs to change. Idols I believe that I have something to learn from everyone around me.In that way, passion is my idol. ■ On Page 2,BrandWagon profiles Anish Patel,E Suresh,Soumitra Ranade,Saurabh Dalmiya and Ketan Mehta
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