JWT Mumbai and Famous House of Animation, a Mumbai-based studio, have won gold for a TVC on Diamond Trading Corporation (DTC) at the Asia Image Apollo awards, organised in Singapore recently.
The award came in the category of best 2D animation for a TVC over $15,000. Senthil Kumar and Hital Pandya of JWT Mumbai are the creative and art directors of the work, while E. Suresh of Famous House of Animation is the producer and animation director.
JWT's Kumar says, "The title of the animation film was History Of The World, a DTC film created for corporate events, instore, cinema, and niche TV. This animation film captures the two-billion year life story of Kohinoor - the most famous of Indian diamonds."
Kohinoor's journey starts in a pre-historic volcano, to the first ever recorded owner - Mahlak Deo, the Raja of Malwa in the year 1305. The stone then passes through the Mughal dynasty, the Emperor of Persia, the Maharajah of Punjab and so on, ending at the Tower of London, where the Kohinoor is on display today.
"This journey is dramatically illustrated in the famous DTC line: A diamond is forever. The animation style adopted is distinctly Indian and it is designed to capture history in simple lines and rough edged scribbles. It's almost like early Indian cave art."
The brief was to creatively represent the DTC line in an innovative fashion for corporate events and other media.
"We didn't require any celebrity endorsement for our product as celebrities tend to help build instant empathy for a brand but are not really required when a brand is aided by the power of a big idea," Kumar adds.
The awards event is among Asia's biggest awards for animation and digital production, broadcast and post production industry. The awards have been instituted and run by Asia Image, a popular magazine for digital production in Asia.
Famous House of Animation is based at Famous Studios, Mahalaxmi (Mumbai). The studio's clients include Smirnoff, Kellogg's, Levi's and others. © 2005 agencyfaqs!