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Vinson Kurian

THIRUVANANTHAPURAM, Feb. 25

TOONZ Animation India (TAI), the digital animation studio, which recently forayed into ad film production, has tied up with advertising agency Saatchi & Saatchi to create two new commercials for Bharat Gas.

The campaign, which has just been launched, is one of several projects that Toonz has completed in the last few weeks, according to Mr Bill Dennis, President and Chief Executive Officer. He told Business Line that many such projects are in various stages of completion.

``Working with Saatchi & Saatchi, we used a combination of two dimensional and three-dimensional elements to provide creative input, storyboarding and all production work was in digital for the Bharat Gas commercials,'' said Mr Dennis.

Toonz is also working on commercials for projects called `Good Morning Disney' and `Disney Hour' using three-dimensional elements.

Toonz has recently tied up with Enrapture Interactive Multimedia to work on various projects including ad films for Fuel Plus for Men, AirTel, Sahara Cricket Team, Gillette and Wilkinson Blades. All these involve storyboarding, animation and digital work. ``We are incorporating both two-dimensional and three-dimensional elements and will be launched in the first-half of 2002," he added.

Other projects recently completed include a series of ads on behalf of Klass Communications for Nestle. Five ads were launched in November last. Toonz has also worked with FCB Ulka to produce a series of four ads for ``The Week'' magazine from the Malayala Manorama Group. For this project, it was involved in creating the concept, the storyboard and in production. It is currently working with Film Republic, AMO Communications, Mudra Communications and Zee TV on a variety of commercials.

``I think the popularity of Toonz as a premier international house for ad films and commercials in India stems from the presence of top creative talent who direct our efforts," said Mr Dennis.

``This includes Suhael Merchant and Srirang Sathaye who are talented guys. They formerly headed up a popular boutique ad film studio in Mumbai called ToonSense. They've been in the business for over 13 years. We are so pleased to have them now heading the Toonz ad film/commercials division in Mumbai." He also said that Suhael and Srirang are award-winning animators and ad film producers who have worked with top agencies/producers such as Hindustan Thompson, Genesis, White Light and Trikaya. Another key member of the Toonz ad film division is Roger Dondis who is the Toonz Creative Director. During his earlier stint with Wild Brain Studios and Colossal Pictures, he worked on commercials for top brands such as General Motors, Sprite, Wrigley's, and Willie Wonka candy. ``Obviously, it takes more than three people to create these films. They are supported by over 400 of the best artists and animators in India at studio locations in Thiruvananthapuram and Mumbai,'' Mr Dennis added.

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