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16
 
u
 
July 2008
 
u
 
animation reporter
feature
T
ax deadlines are near. And other thanthe neighbourhood accountant the most convincing bet seems to be Chintamani.The bespectacled and friendly clay animatedcharacter reassures viewers about taxes, which as the American statesman Ben Frank-lin pointed out was the only certainty otherthan death.When the reassurance had to be about sucha grave matter, then the brand managersturned to E Suresh of Famous Animation Stu-dios. ICICI isn’t the only one who turned toanimation. It is a creative of choice for many
brand identities. The reasons range from ex
-ibility to star tantrums. After all one doesn’t 
expect gures made of lines, pixels or even
clay to have egos.Santosh Desai, MD and CEO, Future Brandssays, “We can mould them in whichever way we want and they are easily adaptable into anyculture. It can be easily customizable to what the brand stands for; it can take several formsand it embodies the spirit of the product.”Giving spirit to the product is not an easymatter. To get the right mascot for a particu-lar brand, a meticulous process is involved.“There is research, brainstorming, concept generation, character design stages before amascot is built,” says Suresh. “Since an adagency works closely with the client and hasa thorough knowledge about the target audi-ence of the brand and their requirements, weas designers prefer to work with them to cre-ate the mascots.”But before these processes comes the adbrief and the task of converting it into a mas-
cot. The brief is the seed of the lm. Suresh
says, “We interpret the brief to develop it intoa well working (for the brand and not onlyfor us!!) story/script and supplement it withgood character designs and style (look andfeel). Then we do brainstorming sessions to
rene the ow of the lm. We prefer to work with the audio, nal track or a reference trackto bring feel to the lm. The character design
also goes through a very systematic evolu-tion by taking reference from real people, theiracts etc.”The evolution of animated mascots has not traveled too far from the traditional techniques
of 2D animation. One of the rst animated
Move over stars, they are utterly delicious, cool, popular andChinta Free! Nikita Banerjee reports on why brands arechoosing animated mascots and how they are doing it
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