Tata Elxsi creates advertising ‘buzz’ for Kellogg

By Bollywood Hungama -

August 26, 2009 - 3:20 PM IST

Visual Computing Labs (VCL), a division of Tata Elxsi Ltd and one of the leading studios in the animation and visual communications industry has successfully delivered special effects in the television commercial (TVC) for Kellogg's' latest offering in the market-Honey Loops.

Tata Elxsi creates advertising ‘buzz’ for Kellogg

Directed by ace ad film director, Mintoo Singh of Classic Films, the TVC shows a cute little honeybee as the central animated character along with a little girl who takes the viewers through the process of manufacturing 'Honey Loops'. The entire commercial is set inside a beehive and is a take off on the hugely popular song from the movie Billu Barber, "Hit Hit Soniye", with a swarm of bees grooving to it in the background.

VCL designed one huge set with various levels, each to depict the separate stages of the manufacturing process. Once the set was designed and built, the choreography was shot by Mintoo and then reproduced in animation.

Speaking about the creation of the commercial, Mr Suhael Merchant, Animation Director Visual Computing Labs, Tata Elxsi Ltd said, "The use of animation in children's advertising is not uncommon. However, with it comes the challenge of creating something unique and interesting in order to build that connect and get them captivated to the ad and thereby the product."

"Our FX team worked out some super yummy looking honey which would be flowing from various levels. This was a crucial element of the film and one that we had to get right. Lighting wise everything was needed to look warm and honey like, as well as cute and clean," Merchant added.

"All in all our team really pulled off all the requirements beautifully- be it the set creation or the various textures and even the lighting and SFX of the honey. The choreography of the complicated dance steps was challenging. Mintoo Singh's input on every detail at every step of the commercial was crucial to achieving what we have in this beautiful commercial. He worked closely with us to make sure that we achieved exactly what the brief was and I am very happy to say that the end result outdid our expectations!"

VCL won the FICCI BAF award this year for executing outstanding visual effects in Himani Fast relief TVC in the category of "Best VFX in a commercial". VCL has also worked on projects for Sony Pictures Imageworks, Lions Gate, MGM and Digimation and Bollywood films including Rab ne Bana di Jodi, Jodhaa Akbar, Taare Zameen Par and 3D animation film Roadside Romeo.