Giving visuals a life of their own

Updated on: Tuesday, April 28, 2009

According to NASSCOM, the animation and gaming industry in India is forecast to reach US$ 869 million by 2010. The role and demand of animators is thus increasing manifold.

There are no specific qualifications required to get into animation. It is a skill-based art. If you are creative, then this may just be the right career for you. Some basic computer skills are necessary to begin with and the rest can be acquired on the job. After completing your senior secondary school examinations, you can join any of the visual or art institutes. If you are already a graduate in Fine Arts, you can directly apply to join a production house as a trainee.

The National Institute of Design, Ahmedabad, offers a four year undergraduate Diploma in Design. Arena Animation also offers several courses in animation and multimedia and institutes like the National Institute of Advertising, IIT-Bombay and Guwahati also offer courses in animation and multimedia.

One lucrative career path after a programme in animation could be advertising. Here’s a look at some different areas…

Automobile Advertising: Animation is extensively used for making advertisements for automobile industry. Such ads are done through a 3D digital model of the product which is animated to show its inner workings.

Internet Advertising: More and more companies are resorting to advertising via the Internet. Here Macromedia Flash is the most sought-after software as it loads easily and is more interactive. 3D is also used for the purpose.

Pharma Advertising: Animation is widely used for creating ads for the biomedical and pharma industry as it makes it much easier to design scientifically accurate and visually impactful advertisements.

Products for Children: Almost all products for children use animation to make the creation more attractive.

FMCG: An advertisement where a model displays good hair, skin, etc, also requires the use of animation and multimedia tools. Look at the ad for Fructis shampoo. Animation is also used in beverage advertisements.

As Anuj Kacker, Global Head, Arena Animation says, “Animation is being used in conjunction with live action footage these days. For instance, the animated crocodile with actress Kajol in the Alpenliebe advertisement is a classic example of this combination.”

So, if you are a creative person with animation as a technical qualification, advertising would be the most intellectually satisfying field. However do not expect regular working hours as creative work can never be time-bound.

The field offers immensely good pay packages and perks. You could begin with a package of Rs 2.5 to 3 lakhs per annum which could go up to Rs 8-10 lakhs within a short time. A professional with some experience could also take up freelance projects or become an entrepreneur. So, if you’re ready to take up the challenge of an extremely creative career and also earn handsomely, this is the right avenue for you!

The author is with Aptech Ltd.

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Giving visuals a life of their own

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