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Last Updated 08.03.2021 | 12:14 AM IST



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The search of a viable business model is one of Indian animation industry's biggest conundrums. A select few studios, both big and small, have got it right. But professionals and entrepreneurs who have just started out in the industry are starved for some insightful advice that will help crack content deals in a market which has been hit by recession since early last year. The recently concluded Anifest India 2009 proved to be just the right platform for industry rookies and veterans to come together and share their doubts and insights.

Recounting his decade long experience in the animation industry, Ashish Kulkarni, CEO of BIG Animation, and the creator of 3D animation TV series Little Krishna said, "Animation is a process of self teaching. In the last 12 years of my career, recession has hit us every three years. I want you - the first generation animation professionals - to be prepared for that. It's only because of the passion of few individuals that the industry has survived."

Besides Little Krishna, Kulkarni's Pune based studio also has a 2D Flash based film Hey Krishna and another 3D property Mr. D in the pipeline.

Kulkarni further addressed another of Indian animation's never ending debates, that of two dimensional v/s three dimensional animation. "We are in the business of storytelling and filmmaking, where the key ingredient is creativity. Whether the medium is 2D or 3D doesn't matter. We are entertainers and have to learn it on the by, set up self-sustaining units and then scale it up from there."

In a final word of advice for budding animation professionals, Kulkarni opined, "Animation is one medium where you can re-edit, reconsider and redraw your concept at the storyboard and animatics stage. If you have the patience to see the project through the production cycle of two to three years, you are definitely creating something that will last a lifetime and have an impact." Sounds like good news for animation in India!


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