Avitel Post Studioz forays into animation; bags Rs 1.5 bn order

MUMBAI: Post production studio Avitel Post Studioz has forayed into animation with orders worth Rs 1.5 billion (Rs 150 crores).

The company has bagged its maiden project The Final Goal, from UK based film production company Purple Passion Productions. Avitel Post Studioz will work on the film’s creative duties right from scripting to delivery.

Avitel Group chairman Dr. Pradeep Jain said, "Return on investment for Avitel is primarily based on the fact that when most of the animation companies in India are relying solely on the core animation coming to them as an outsourced project. We have entered in this arena with a well-calibrated business structure that targets on 100 per cent of the total business generation right from concept to delivery, thus widening the profit base of our company."

Aiming at a large audience demography, the company has developed a concept bank of original scripts that tune to internationally marketable genres like comedy, action and adventure, musicals, sci-fi thrillers, fantasy, family and drama. Avitel will also deliver end-to-end high quality animation features to domestic and foreign studios and independent investor firms.

Jain added, "With animation work orders worth Rs 150 crores in hand; we plan to recruit around 300 professionals in next two years in areas of script-writing, direction, production set-up, production pipeline design, animation skills and management, to match the timeline for our global projects. Our principal approach to craft and develop ‘Original Value Based Content’ in the field of animation emerges from the fact that despite having sound infrastructure and a proficient pool of animators, the Indian animation industry displays an acute dearth of original scripts that could entice the global audience."