Navratri might be over, but you can still revel in its festivities with Vaibhav Studios’ latest animated Fevicol Navratri TVC. If you have missed it, you should definitely watch this fun TVC which has the signature elephants of Fevicol logo breaking into garba moves.
AnimationXpress.com interacted with Vaibhav Kumaresh and team at Vaibhav Studios to know more about the making of this tvc.
What were the prime factors considered while making the look of this tvc?
Getting the right punch on the story front within the extremely tight time line of 10 seconds was top priority. We brainstormed a lot on various story options along with team O&M. It had to be an interesting plot without adding too many layers to the story. Cracking that simplicity took maximum time. We discussed various plots, tried out a couple of Animatics to see if the idea flowed right within the given time, and reworked the story accordingly. Once the script is set, ensuring that the execution of the idea juices it up even further is an equally challenging task. Out of the 10 seconds, 2 seconds are devoted to the end logo formation so that left us with just 8 seconds to tell our story. Hence shot selection and duration was very critical.Fevicol wanted the end message to link with their brand rather than being a generic festive message. Team O&M worked on various messages and finally zeroed in on ‘Jud jaao is tyohaar’. Again the approach was to keep it as minimal as possible.
Click Here To View the TVC
Could you share more on the research done for creating the TVC?
Ajit Aher, Senior Animator and Animation Director at Vaibhav Studios shares ‘Dandiya Raas or Garba, performed during Navratri in Gujarat is most popular. For many years we’ve seen it happening all over country in huge scale. As far as research and inspiration is concerned, it is just recollecting what we have seen earlier and what we see right now and put it together in such a way that it suits our film. We see all types of people of all age groups celebrating it in their way. In cities we see some of them go to big dandiya events where the ground is lit up and decorated with beautiful lights and live orchestra playing dandiya music. Some of them celebrate in their housing societies. In villages we see people celebrating in their aangan or temple etc.
Can we have a credit run down?
Script O&M Mumbai
Music & Sound design Roto Shah
Animation production Chandni Chudasama
Technical direction Bhavesh Gondaliya
Animation Ajit Aher, Dapun Rai Dewan
Modeling & Layout Tapas Jana, Mahboob Raja, Bhavesh Gondaliya
Rigging Chandni Chudasama, Abhijit Ghodke
Texturing Avinash Gulhane
Lighting Sagar Kulkarni
Production assistant Baadal Chaurasia
Design & direction Vaibhav Kumaresh
Producer Vaibhav Studios, Mumbai
How was the acting for animation like?
Dapun Rai Dewan, Senior Animator – Like always, the acting is quite an enjoyable process and it brings out a lot of challenges. This time round, the challenge was to perform a Dandiya Rasa with elephants. We saw several Dandiya dance videos and were mesmerized by its sheer grace and energy. To translate that onto a four legged elephant was not going to be easy. It had to look just as amazing yet suit our style. It took hours of research, thumb nailing, re-thumb nailing, dancing, till we could finally lock it the right way.
We mostly decided to keep the choreography simple and repetitive. And we had to keep in mind not to overdo the jumps and the turns simply because it wouldn’t fit our heavy elephants well. So we had to limit the turns and instead make them energetic by shaking their heads, bouncing their bodies and twirling their ‘Dandiya’ sticks. It was great fun to interpret this lovely dance form in our own style.
Please put more light on the look and feel and production of the tvc?
Our first TVC was set in daytime, while this was set at night so I think there was a nice opportunity to play with the light. The first part is moonlight and the yellow light brings in the Garba celebrations. We lost a lot of time to arrive at the final script. As a result the final production had to be wrapped up in a week.
We would like to know more about the sound designing aspect?
Roto Shah- Creating the track was fun as i have been associated with live Navratri dandiya shows for a long time now. We explored various musical options but finally retained an authentic Garba feel. The best part for me was the elephants dancing in the tempo! That was the icing on the cake!