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<ul><li>At a time when it is difficult to shoot outdoors, <keyword id="9635959" type="UNKNOWN" weightage="20" keywordseo="animation-professionals">animation professionals</keyword> have continued working from home to churn out the volumes. </li><li>As consumption steadily rises, the spotlight is on <keyword id="1089180" type="PERSON" weightage="20" keywordseo="Indian-animation">Indian animation</keyword> to cater to the increased demand for fresh, engaging content, writes <keyword id="3715456" type="PERSON" weightage="20" keywordseo="Anish-Mehta">Anish Mehta</keyword>, CEO <keyword id="3733286" type="PERSON" weightage="20" keywordseo="Cosmos-Maya">Cosmos-Maya</keyword>.</li></ul> Animation can explain whatever the mind of man can conceive – Walt Disney The unfortunate Covid crisis has greatly impacted the business landscape of the world. In the era of social distancing, production of live-action advertisements is a tough ask. Advertisers able to shoot can only do so in restricted environments. Production costs and turnaround times have increased at a time when new product launches are backed by limited client budgets. Crisis or no crisis, the show must go on. Unlike their counterparts in live action, animation professionals have continued working from home to churn out the volumes. As consumption steadily rises, the spotlight is on Indian animation to cater to the increased demand for fresh, engaging content. It has risen to the challenge, providing a much needed cheer to millions of households. Animation as an audiovisual media has tremendous reach today, and the current crisis is but a catalyst to the imminent paradigm shift to this creatively efficient medium. With animation, advertisers have the option to visually depict anything they want, any way they like, from the comfort and safety of their homes. The inclusivity of the medium in terms of storytelling allows it to consolidate all audiences. With animation, vivid, complex characters and layered stories can easily be created from scratch and showcased to a wide variety of people. Advertisers can also tie up with distributors to leverage the brand equities of existing animation IPs and characters. Animation as a medium is known to naturally invoke childhood nostalgia and pester power, both potent sellers. Brands have been employing animation for their ad campaigns for a while now since it can be used to depict their offerings in creative, yet precise ways. The fun aspect of animation can breathe life even into the ‘dry’ categories. Exactly 20 years ago, in a clutter busting move, O&amp;M used animated characters for the iconic, award winning Amaron Batteries campaign with the Hare and the Tortoise (Lasts Long Very Long). A brand new entrant in the market, Amaron immediately gained a 6% market share, and even today is a leader its space. Soon after came the vastly successful ‘Chintamani’ campaign by ICICI Prudential. Not only did the insurance company witness a brand recall of 92 percent, the character also became the brand’s mascot. The inclusivity of the medium is such that animated ads have the ability to transcend even global boundaries. <keyword id="1371678" type="COMPANY" weightage="20" keywordseo="Mondelez-International">Mondelez International</keyword> used this quality with its delightful Play With Oreo campaign, which saw the same animated ad being run in 40 languages the world over, including Hindi. A single 30-second ad reached more than 50% of the world’s population without burning a hole in the pocket. There are several options available to advertisers vis-à-vis animation types. The most commonly used are 2D animation, 3D animation, Motion Graphics and Stop Motion, with further sub-categorization. With advancements in technology, India today produces state of the art animation content. Most studios in the West continue to outsource their projects to India. Over the years, the production time has reduced significantly. Typically, a 30 second ad takes anywhere between 7-10 days to produce once the storyboard is finalized. The post production takes another 5-7 days. More the number of characters and more elaborate the frames of the ad, more will be the manpower and systems deployed for it. Higher budgets translate to higher quality. Here lies the opportunity to unlock a sustainable, long lasting partnership. The best business ideas are conceived in times of great adversity. Covid-19 may be here to stay, but the one fool proof solution going forward is adaptation. In an increasingly digitalizing world, brands and advertisers that adapt quickest to the changing landscape will be the ones who not only pull through, but also prosper.

Indian Animation – Advertising the future

<ul><li>The lockdown has led to children watching more content, leading to a surge in viewership in the kids' genre.</li><li>Animation company Cosmos-Maya is the brains behind popular kids shows like Eena Meena Deeka, Tik Tak Tail and <keyword id="2404631" type="PERSON" weightage="20" keywordseo="Motu-Patlu">Motu Patlu</keyword>.</li><li><keyword id="3715456" type="PERSON" weightage="20" keywordseo="Anish-Mehta">Anish Mehta</keyword>, CEO, Cosmos-Maya talks to us about how things have been for the company since the lockdown, and what we can expect from their stable in the next few months to come.</li></ul>Since the nation went under a 21-days lockdown, lots of interesting consumer behavior trends have been emerging across the spectrum. With more and more people staying at home, TV and OTT viewership has gone up substantially. Also, with schools closed too, children are consuming more content. According to data shared by television monitoring agency Broadcast Audience Research Council (BARC), the kids’ genre witnessed a 39% growth in the second week of the lockdown. As a genre, kids’ channels, along with movies and news, grew much more than GEC, across dayparts in prime time. It is then obvious that most of the children’s channels are doing all in their might to come up with fresh content, to keep their audiences engaged and content, which is where animation companies like <keyword id="3740561" type="PERSON" weightage="20" keywordseo="cosmos-maya">Cosmos Maya</keyword> play a critical role. For the uninitiated, Cosmos Maya has been the brains behind some of the most popular animation shows on channels including <keyword id="16123" type="COMPANY" weightage="20" keywordseo="Nickelodeon">Nickelodeon</keyword>, Disney and <keyword id="193300" type="COMPANY" weightage="20" keywordseo="Cartoon-Network">Cartoon Network</keyword>. Some of the most popular shows from its stable are Eena Meena Deeka, Tik Tak Tail and Motu Patlu. A recent chat with Anish Mehta, CEO, Cosmos-Maya took us behind the scenes of how Cosmos Maya has been working under the lockdown and what are a few of the things that we can look forward to in the months to come. Edited excerpts: Q) Considering most of the animation work happens inside studios, in what way has your business been impacted due to the current crisis? The management had formulated Work From Home (WFH) plans a few days before the lockdown was announced. So, the transition to WFH setups was relatively seamless for us. It is too early to assess the crisis’ impact on business. Yes, there are reports of a slowdown and the entire economic landscape of the country being affected. That, no doubt will slow things down if the crisis is prolonged. We are fortunate that our line of work provides respite in times like this. While there are economic implications to every decision, the safety our people is of utmost importance and thus Cosmos-Maya had already taken progressive measures in that direction. Q) Has there been a surge in the demand for kids content, considering kids are at home and consumption of kids channels has gone up? There has been a substantial surge in consumption of kids’ content. This has led to a lot of inquiries from buyers. Q) What kind of content are you currently working on? Has the lockdown brought about any change in the kind of content you are creating? Since 18 of our IPs are on air currently, most of them are ongoing projects with new seasons being commissioned every now and then, these take the largest share in the production pie. Out of these, ‘Motu Patlu’ and ‘Selfie With Bajrangi’ are network toppers for Nickelodeon and Disney respectively. In fact, ‘Selfie with Bajrangi’ is the first Indian kids’ animated show to feature on a major GEC via Star Plus. Two of our projects, ‘Lambuji Tinguji’ and ‘Titoo’ were recently greenlit by Cartoon network and Pogo. Production is also on for ‘Dogtanian and Three Muskehounds’, which marks Cosmos-Maya’s entry into the International Feature Film Business. The current crisis will find its way into episodic storylines. It will be our endeavor to simplify the information reaching out to kids so that it is easier for them to decode it. Q) What kind of growth has some of the content created by Cosmos-Maya witnessed in the past few weeks. Can you share some figures? Millions of children worldwide are finding solace in WowKidz, Cosmos-Maya’s YouTube platform during this lockdown since the platform’s programming is kept running from home. As responsible content creators and distributors, we endeavor to put a smile on anxious faces and spread the message of goodness. There has been a substantial growth in WowKidz subscribers and views in the last couple of weeks. The platform sees daily views in excess of 50 million and currently has a total of 40 million subscribers. Q) What lies ahead for the animation industry if the lockdown is extended? Cosmos-Maya is already honing its WFH capabilities. Our ever-evolving business model is already adapting to the changes. If the crisis is prolonged, it will be imperative for all studios to rise up to the challenge. Q) Will the lockdown, and therefore the surge in demand for kids content, lead to growth for the industry as well as Cosmos-Maya? The lockdown has greatly impacted the entire Media landscape. Kids’ media has also been majorly impacted. TV ratings and views on OTTs and VOD platforms for kids’ content have increased substantially. Children from the age group of 4-11 have the most time at their disposal and the smartphone and TV assuming the role of the ‘Digital Nanny’ is coming in handy for parents since children switch between YouTube and cartoons to pass their time and stay happy and entertained. However, it must be reiterated that Advertising revenues have been hit. It is too early to assess the crisis’ impact on business. Q) Like a lot of popular shows are making a comeback, is there a demand for old shows that have performed well in the past? A lot of older shows are being re-telecast. The ratings have not yet come in for these, so we need to wait and see whether these are performing in today’s day and age. However, older comedy shows, when re-telecast, have known to do well because of the nostalgia factor. Now with entire families at home during the lockdown, it is highly probable that older shows and re-runs of previously aired episodes of currently running comedy shows will do well. On this front, there will soon be a similar announcement from our end. Stay tuned.

As demand for kids’ content sees a surge during lockdown, animation company Cosmos-Maya has its plate full

<ul><li>In an interview with Business Insider India Cosmos Maya said it has five properties under production for China. </li><li>Their popular series <keyword id="2404631" type="PERSON" weightage="20" keywordseo="Motu-Patlu">Motu Patlu</keyword> is still a hit in India, Indonesia, Pakistan and China. It was also the fourth most search keyword on Google in 2018.</li><li> After Chotta Bheem went international, yet another popular Indian animation ‘Motu Patlu’ is heading for greener pastures. </li></ul>A large number of 90s and 2000s Indian kids were raised on Japanese cartoons. Now, the tables have turned and how. Looks like India is taking up the mantle of net exporter of animation properties. After Chotta Bheem went international, yet another popular Indian animation ‘Motu Patlu’ is heading for greener pastures. Cosmos Maya, the creators of Motu Patlu are now planning to capture a share of China’s $29 billion animation industry. “We have 4-5 new shows under production for China. I strongly believe that both India and China have similar culture, family values, and lifestyle,” said Suhas Kadav, Chief Creative Officer, Cosmos Maya to Business Insider India in an interview. The idea behind the shows is to weave in moral values into the cartoons. This might find takers in China as, like in India, families in both the countries want their children to watch shows under parental supervision. “Hence Chinese people have some inclination towards Indian content,” explains Suhas. As it's population grows, the Chinese entertainment industry<a href="https://blog.toonboom.com/china-animation-industry-asian-market-report"> too is expected to overtake the US as the world’s biggest box office in 2020.</a> China has over 800 million internet users, out of which 300 million users consume video actively on various platforms including iQiyim,Youku, and Tencent. China’s animation industry <a href="https://blog.toonboom.com/china-animation-industry-asian-market-report">is expected to swell to $54.3 billion by 2025,</a> according to The “Global and China Animation Industry Report. “Our series Baapu is an international boom and our youtube channel Wow Kidz has around 12 million subscribers,'' said Suhas Kadav. The Growth of Motu Patlu 
 
 
 
 <div type="image" title="54793878" msid="71888893" hostid="261" caption="&amp;lt;p&amp;gt;&amp;lt;sup&amp;gt;Suhas Kadav, Chief Creative Officer, Cosmos Maya created Motu Patlu in 2011. Source: Cosmos Maya&amp;lt;/sup&amp;gt;&amp;lt;/p&amp;gt;"></div>









 Motu Patlu is a classic Indian series on the same lines as Laurel and Hardy. Two best friends Motu and Patlu constantly run into trouble, and are subsequently chased by a police officer. The show reportedly garnered more than three million views on WowKidz, Cosmos Mayas’ and Youtube India in 2018. It also has a first mover advantage. “At the time we began our Motu Patlu series, there were hardly any animation studios making Indian content. The only Indian show I remember is Chota Bheem that marked its journey on television in 2008,” said Suhas, who created Motu Patlu in 2011. He further added, “Motu Patlu has been the top show for more than five years. The shows growth also led to the growth of Nickelodeon in India. When we partnered with Nickelodeon it ranked fifth but it became No. 1 cartoon channel soon after the launch of Motu Patlu.” Motu Patlu was also the fourth most searched show on Google in 2018, said China Internet Report 2019. Interestingly, the show is geo-blocked on Youtube. The report however does not reveal any details about the viewership of the show in the country. The show was also declared as the ninth most searched keyword in India and fourth most searched show in the world, in Google Trends 2018. Anish Mehta, CEO Cosmos Maya,<a href="https://www.thehindu.com/sci-tech/technology/how-does-cosmos-maya-work/article29181138.ece"> had earlier </a>told The Hindu that the show is their biggest property and they look forward to more viewership in 2019. Cosmos Maya is thinking of venturing into virtual reality soon. “The business for VR in India is being analysed and the current trends paint a good picture,” he said. In April 2018, Singapore-based equity investor Emerald Media bought a controlling stake in Cosmos Maya for an undisclosed amount. The studio took three new series outside of India to international marketplace. 
 <div type="Article" hostid="261" msid="70228055" title="Motu Patlu was the fourth most searched show on Google in 2018 in China." mstype="2" mssubtype="0"></div>

Motu Patlu's cartoon creators eye the big fat Chinese cartoon market with 5 new shows

<ul><li><keyword id="9067806" type="UNKNOWN" weightage="20" keywordseo="zee5-kids">ZEE5 Kids</keyword>’ content is a mix of acquired and exclusives by on-boarding the leading production house like Lionsgate and Cosmos Maya.</li><li>It will enable an environment for kids, parents and educators to consume, create, learn and contribute together as a family.</li><li>Exclusive digital shows - <keyword id="13630" type="PERSON" weightage="20" keywordseo="Gadget-Guru">Gadget Guru</keyword>, Guddu and Bapu to be launched concurrently.</li></ul>Today, kids are the epitome in the priority list for every parent. With e-learning to online games, kids are engaged with screens all the time. And entertainment for kids isn't any different. <keyword id="6245082" type="UNKNOWN" weightage="20" keywordseo="ZEE5">ZEE5</keyword> is expanding its digital ecosystem by the launch of ZEE5 Kids. It includes a repertoire of 4000+ hours of content. It encompasses varied genres, languages, formats and age-group based curations for kids. And what’s more, it’s free for all users. With a content line-up tailor made to cater to kids across ages, genres and languages, ZEE5 Kids will also be launching exclusive digitals like Gadget Guru, Guddu and Bapu which will be released over upcoming timelines. <div type="twitter" handle="ZEE5Shows" handlename="ZEE5 Shows" image="http://pbs.twimg.com/profile_images/1181860613921755137/4mSQ_DH5_normal.jpg" favoritecount="3" retweetcount="0" status="Cartoons ki zabardast masti ab karegi bachchon ko full-on entertain! Watch the best of kid shows, movies and DIYs w… https://t.co/macTFhLPa4" createdat="1586831400000" id="1249887600397017088"></div> With its latest addition, ZEE5 aims to become an entertainment destination for the entire family. Planned uniquely, ZEE5 Kids offers a library spread across multiple languages - Hindi, English, Marathi, Tamil, Kannada, Telugu, Bengali, Malayalam and Bhojpuri. Commenting on the launch, Aparna Acharekar, Programming Head, ZEE5 India said, “We are very excited to share our new offering, ZEE5 KIDS, a unique and smart confluence of entertainment that is designed to meet the learning needs in a child-safe environment. The product is deliberated to augment the intellectual abilities of children in a FUN learning way by providing bespoke content ranging from shows, movies, reality &amp; DIY shows to nursery rhymes in 9 languages and across genres. The framework has been securely curated keeping in perspective the use of devices and exposure to unlimited information that kids have these days with digital platforms. We are certain that through ZEE5 KIDS we will be able to inculcate the habit of #NonStopBachFUN amongst audiences across demographics.” ZEE5 Kids’ content is a mix of acquired and exclusives by onboarding the leading production house like Lionsgate and Cosmos Maya. The three digital originals to be featuring in the upcoming months will be: Gadget Guru: An animated TV show and movie series based on a superhero character that will take kids on his fun adventure trips. Guddu: A story about Guddu – the fun lion and his troupe of friends who fights Billori – the evil cat and her gang in the most passionate way. Bapu: A situational, light comedy &amp; educational series promises to take you on a trip to know all about Bapu aka Mohandas Karamchand Gandhi and his great deeds. ZEE5 has ensured that the interface of ZEE5 Kids product is safe, secure and a private environment that you can trust. In addition, the platform is kid-friendly in terms of being easy to use and its simple navigation. ZEE5 Kids will enable an environment for kids, parents and educators to consume, create, learn and contribute together as a family. As a part of community building initiative, ZEE5 Kids will be educating mothers on the diverse content line-up, safety measures and smart features through initiatives like blogs, stories, fun challenges, tutorials, etc. Additionally, the platform and its social handles will also host Live chats with mental health experts, nutritionists, coaches, <a href="http://etc.to/">etc.to</a> share tips and advice with Parents on overall well-being of their Kids. #NonStopBachFUN will allow mommy bloggers, influencers and mothers to share their BachFUN videos and moments with their kids and win exciting prizes. And to add on to the fun, the best videos and vlogs will get to feature on the platform as well as ZEE5's social media pages.

ZEE5 gives kids content a push with the launch of ZEE5 Kids

<ul><li><keyword id="2404631" type="PERSON" weightage="20" keywordseo="Motu-Patlu">Motu Patlu</keyword> was the fourth most searched show on Google in 2018 in China. </li><li>The show was also declared as the ninth most searched keyword in India and fourth most searched show in the world, in Google Trends 2018. </li></ul> India’s favourite cartoon show, Nickelodeon’s Motu Patlu, has won hearts across the border, in China. It was the fourth most searched show on Google in 2018, said China Internet Report 2019. The report however does not reveal any details about the viewership of the show in the country. The show was also declared as the ninth most searched keyword in India and fourth most searched show in the world, in Google Trends 2018. Motu Patlu is a classic Indian cartoon series on the same lines as Laurel and Hardy. Two best friends <keyword id="1405941" type="PERSON" weightage="20" keywordseo="Motu-and-Patlu">Motu and Patlu</keyword> constantly run into trouble, and subsequently chased by a police officer. The show<a href="http://www.indiantelevision.com/television/tv-channels/kids/the-verdict-is-out-google-declares-motu-patlu-the-most-popular-indian-tv-show-in-the-world-190109"> reportedly</a> garnered more than 3 million views on WowKidz, Cosmos Mayas’ and Youtube India in 2018. Interestingly, show is geo-blocked on Youtube. Anish Mehta, CEO Cosmos Maya, had earlier said that the show is their biggest property and they look forward to more viewership in 2019. Global hit Indian Shows Motu Paltu is not the only Indian toon to international. Netflix show <keyword id="7870030" type="UNKNOWN" weightage="20" keywordseo="Mighty-Bheem">Mighty Bheem</keyword>, based on popular Indian show Chhota Bheem too garnered viewers internationally. Infact, the series’ 21 short Youtube videos have grossed 22 million viewers. And its ‘local’ flavour is the reason for its success. “The content is authentically Indian. The setting is rural India. The stories and characters are local. The more authentically local the show is, the better it travels,” Ted Sarandos chief content officer of Netflix told Business Insider India. If the trend continues, Indian cartoons might give a tough competition to their Japanese counterparts. For decades, Japanese cartoons and characters like Shin Chan, Doraemon, Pokemon and Ninja Hattori have been capturing the minds of children around the world, telling authentic Asian stories. Now, it could be the time for Indian toons.

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Indian Animation – Advertising the future

Guest Author

As demand for kids’ content sees a surge during lockdown, animation company Cosmos-Maya has its plate full

Samarpita Banerjee

Motu Patlu's cartoon creators eye the big fat Chinese cartoon market with 5 new shows

Preeti Soni

ZEE5 gives kids content a push with the launch of ZEE5 Kids

BI India Partner

Motu Patlu cartoon was the fourth most searched show on Google in 2018 in China.

Preeti Soni

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