Career in animation advertising
You dream of modelling, texture and illumination, of making a VFX movie or a TV or web series at max when you are thinking of an animation career. The reason for this is that there are films and shows that are big. However, after animation training, there is another field in which you can get a highly paid job – advertising.
Advertisements use animation from toothpaste on a toothbrush to shiner hair after the use of a shampoo in a variety of ways. These are all animation techniques which capture the viewer’s attention.
So, today, we’re diving into a brief animated history in Indian advertising as to why it is used, the scope and a few popular animated ad campaigns.
The beginning of animation in Indian ads
Most people agree that Indian ads began to be animated in 1946, when Mr. Umesh Rao illustrated the Air India mascot “Maharaja.” At that time Rao was J Walter Thomson’s director of advertising.
Many companies in India then started to use animated characters as their brand’s face. Asian paintings are one example of “Gattu,” drawn by R. K. Laxman. One example. Another is the iconic Amul girl, made in the 1960s by Eustace Fernandez, an animator from our own Kolkata.
It was only the beginning. TV commercials have since been using animation entirely or partially, from Fido Dido 7 Up to Zoo Zoo in Vodafone, to distinguish the crowd. And nowhere is this demand about to die. There are a great many reasons for an animation career in Indian ads.
Animation career scope in publicity
A job, especially in television commercials, is one of the reasons why it is guaranteed after the animation trainings. The number of brands as well as viewers is growing, and ahead of the competitive race is essential. Animated ads are the safest bet.
Another reason is that animation has no cultural, regional or linguistic barriers. It is understandable to everyone because it’s simple and the audience resonates. So, if a lively ad is used to promote a brand, product or service, it affects everyone, regardless of gender, age or background (rural or urban).
But the main reason why animation booms in Indian ads is the cost. The animation and VFX ads are much lighter on the wallet than Live Action commercials. There’s a huge difference. One report estimates that a traditional ad costs approximately 3,5 million rupees, while an animated or VFX ad for only INR 2,4 million is available.
Various animated ad types
Now that it is clear to anyone interested in the field that a career in animated ads is a lucrative way, let us consider the types of ads. TV commercials use animation in different ways, from VFX to stop motion.
Animation for 2D
In Indian ads in the beginning of the 2000s, 2D animation was prevalent. Fido Dido, designed for 7Up, was the most popular one. This animation is the easiest and most convenient type of animation and uses key frames.
3D animation began to be used extensively in TV advertisements after the first decade of the 2000s. The brand, from Cadbury to Coca-Cola, relied on it. It was very successful. Choco’s TVC is a wellknown example, using real-life performance and cutting-edge 3D animation.
Stop motion animation has a very different feeling as the illusion of movement is created by the physical photograph. Therefore, stop motion announcements are so powerful. They look like the ICICI Prudential ad, the central character used by Chintamani. In addition, it’s easy and not at all expensive. Amaron batteries are the most famous stop-motion ads.
Vodafone’s ZooZoos was the largest spritz in the history of animated publicity in India. Even today the achievement it has experienced is incomparable, and VFX is the reason. The TVCs were not animated, as opposed to the popular belief. Instead, they had special costumes for them. In post-production, unbelievable and effective VFX have been used to transform them into the today known ZooZoos.
While a similar ad was never made, VFX is still used in publicity. Some of them are Ching’s secret adverts by Ranveer Singh and Ambuja Cement by The Great Khali.
As with the ZooZoos, HappyDent was another announcement that stormed India. The commercial used both animation and VFX ingeniously to show brilliant teeth as light bulbs. The advertisement’s landscape was animated and VFX was used for light and sound effects. No other publicity has left a mark like this.
Action CG & Live
Animation ads generated by the computer are frequently made with live activity. The parrot heads added to the Daily Hunt advertisement are a common instance. Through actors and animation through CG, the news app exploited the power of real emotions.
CG & Live Action Motion Graphics Animated Career Advertising
In recent years, it has become popular because the commercials are widely available. It is motion graphics. They are easy to share on any social network and because most of us stick to our social media, brands want to be there.
The most ads you see today, with a product on the one hand, and a catchy text animation on the other, come under motion graphics from Swiggy to Ola, Amazon, Flipkart.
Think of an animated publicity career? Get training in animation.
The animated ad market in India is steadily increasing. Brands in their publications want a further edge of motion graphics or VFX. So much so that India now has its own divisions in the largest global animation studios.
This is excellent news for a student who hopes to have an increased animation career. This means that there are solid chances to get a job right after animation training. The only prerequisite is to choose a good animated school to teach you clothes and start your jump.