Tata Elxsi's Visual Computing Labs (VCL) bags two coveted honors for animation in film and commercial

Company Brief

Mumbai, March 18, 2010

Visual Computing Labs (VCL), a division of Tata Elxsi Ltd and a leading animation and visual communications studio, has bagged two coveted honors in India and Overseas. One for Best Animated Ad film Award of FICCI BAF Award 2010 for the effective animation in Kellogg's Honeyloops commercial, and another for Animation in Roadside Romeo at the recently held 20th Cairo International Film Festival for children.

Expressing delight and commenting on the awards, Mr. Pankaj Khandpur, Creative Director, VCL, Tata Elxsi Ltd said, "This is an inspiring moment for all of us at VCL. Our efforts with commercial of Kellogs HoneyLoops and the movie Roadside Romeo has created a bench mark for quality production in the area of 3D animation and VFX. With the work of 3D animation, displayed in both commercial and movie, our animators have been recognized globally and appreciated for the incredible work."

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 and films is not uncommon. However, with it comes the challenge of creating something unique and interesting in order to strike a chord, Our team did an outstanding job through animation, in order to establish the connect with the audience."

Honey Loop 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'. Roadside Romeo is the story of a cute pet dog, Romeo, who was leading a happy life until the family decides to move. They abandon him on the mean streets of Mumbai. Romeo faces the hardship of a stray dog but with time, he adapts to the roadside life style, finds love and settles into a normal life.

Roadside Romeo is the first in a series of original and exclusive 3D animated features to be tailor made for Indian audiences as part of the alliance between Yash Raj Films and Walt Disney where VCL is the animation partner. Tata Elxsi has bagged 56th National Film Awards, 2008 for Roadside Romeo, India's first purely- animated theatrical motion picture.

FICCI Best Animated Frames (BAF) Awards is the first ever Animation Award in India instituted in 2004 by the Federation of India Chambers of Commerce and Industry (FICCI) to recognize excellence in the field of Animation. Now FICCI's reach goes beyond the borders of the country and the contest invariably attracts a large number of entries from outside India. In fact, it is estimated that FICCI received 580 entries from across 21 countries. While Cairo International Film Festival (CIFF) enjoys the fine backdrop of 100 years of a distinguished film history. It is undoubtedly the oldest and most prestigious Festival of the whole Middles East. Every year at an average more then 17 countries participate and the competitions are judged by an assembly of 3 different International juries.

For further information, please contact:

VCCPL

Hemanshu Mistry

Mobile: 9870224273

Email: hmistry@vccpl.com