Toonz Animation India Pvt. Ltd.

Toonz Animation India Pvt. Ltd.
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
Toonz Animation India Pvt. Ltd.
Abstract Case Intro 1 Case Intro 2 Excerpts

Background Note

G.A. Menon (Menon), a US based entrepreneur and the chairman of Technomate Marketing Services (an electronic component company under the ComCraft Group), established Toonz Animation USA, Inc. (TA), in Los Angeles. Menon felt that, considering its cost advantages, India would be a good place to set up an animation studio. Soon enough, TA set up Toonz Animation India Pvt. Ltd. with Menon investing $ 5 million (through Multitech Investment based in Mauritius) and the ComCraft Group chipping in with an additional $ 2 million. Bill Dennis (Dennis), an animation expert, was appointed as President and CEO of Toonz and TA. In November 1999, Toonz set up a state-of-the-art animation studio at Technopark Campus, Thiruvananthapuram, Kerala. Toonz invested in the best software and hardware, in order to provide high-quality animation services for television programs and commercials. Its studio was India's first digital ink and paint 2D animation11 studio.

The studio used the latest software available then from Cambridge Animation System and Toon Boom Animation. Even though it offered digital animation its core competence was in the Cel animation technique. Toonz offered the entire range of services for animation production like layout, cleanup, animation, background, in-betweening, scanning, ink and paint, compositing, and editing. It also provided pre-production services including key animation, key background, character design, color models, and key layouts. In the initial years, Toonz targeted the middle and top segment of the market for outsourced animation work. Unlike the software industry where Indian companies did business predominantly with US companies, the animation industry was more widespread. Predictably, Toonz targeted and sought contracts and production partnerships with major animation studios the world over, competing directly with animation studios based in South Korea and the Philippines...

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