Toonz Animation India Pvt. Ltd.
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Case Code: BSTR217 Case Length: 20 Pages Period: 1999-2006 Pub Date: 2006 Teaching Note: Not Available |
Price: Rs.400 Organization: Toonz Animation India Pvt. Ltd. Industry: Media, Entertainment, and Gaming Countries: India Themes: Growth Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
"We were the first to pioneer original animation programming in India and we intend to carry that forward."
-P. Jayakumar, CEO, Toonz Animation India Pvt Ltd, in 2005.
"Even if 100 studios more were to open in India, I wouldn't dub them as competitors as there is a lot of demand and work for all."
- Riyaz Babu, CEO, Pentamedia Graphics, in 2005.
Introduction
In April 2006, Toonz Animation India Pvt Ltd (Toonz), a major Indian animation studio, and Percept Picture Company (PPC), announced that they were planning to release the movie Hanuman II in late 2007. This movie was to be a sequel to Hanuman, India's first commercially successful full-length animation film. The sequel was to be made using 2D and 3D animation with a budget of Rs. 90 million, the highest for any animation film in India. Toonz was established in 1999 at a time when India had started doing outsourced animation work for European and American companies. Toonz provided animation services at prices that were 25 to 40% lower than other Asian animation studios. The company made steady progress in the initial years and was successful in securing a number of contracts from major studios.
Toonz gradually gained a reputation for high-quality work. In 2002, it even figured among the'Top Ten Studios to Watch' in the Animation Magazine6. However, the top management at Toonz was aware that the greatest opportunity for growth lay in creating original content and not in doing outsourced work. In 2002, it created an original series - The Adventures of Tenali Raman - which proved to be a success and made a name for the company. On the strength of the success of the series, Toonz entered into several co-production deals with Indian and foreign broadcasters, production houses, and animation studios. Though the company was optimistic about its future prospects, the severe dearth of talent in the animation industry was a nagging problem. Also, the domestic animation market in India was not developed which forced Toonz and other Indian animation studios to depend on overseas studios for work. In spite of these challenges, the company saw several opportunities for growth....
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