The Indian animation industry has grown in depth and width over the last several years. From a pure outsourcing model, it has gained importance in the higher parts of the value chain of animation creation. Like any other sector, it has its own set of opportunities and challenges.
Over the years, we have seen a significant rise in demand for local content from Indian kids. By establishing “Desi Toons Strategy” over a decade ago, our aim is to deliver more local content be it more of international shows in local languages, acquire content locally created or create our own IPs. Some popular examples of local franchises include Chhota Bheem, Mighty Raju, Roll No. 21, Chatur Chetan, Kid Krrish, My Name is Raj, Chhota Chintu Bada Pheku, Bhootraja aur Ronnie, etc. We take our international shows a step ahead by trans-creating their dialogues. For example, for Oggy and the Cockroaches, we don’t literally translate the dialogues in Hindi, we create original scripts.
According to us, creating a successful show is not sufficient. We focus on developing brands that have the potential to be leveraged across 360 degrees. For example, Ben 10 has been a global phenomenon in terms of leveraging a brand. Today, the franchise has four successful series, several movies including a live-action movie, stage shows, multiplayer online games, mobile applications and games along with a licensing and merchandising portfolio that ranks No. 1 with boys across the world.
On the other hand, Chhota Bheem is currently the most popular series and character in the country. At 113,921 GVTs in Week 19 2013, Pogo created a record of the highest GVTs for any kids channel in last seven years. This was largely due to a Chhota Bheem movie premiere.
On the ad sales front, we have had a plethora of brand tie-ups with Chhota Bheem some of which include Wonderla Holidays Theme Park, Aviva Life Insurance, Parle G, Knorr Soupy Noodles, Horlicks, Paragon etc. Today, Mighty Raju has 14 movies to its credit, including one theatrical feature film.
(These are purely personal views of Turner International India’s sr. director and network head – kids Krishna Desai and AnimationXpress.com does not subscribe to these views)