MUMBAI: Adlabs Films Ltd and kid’s apparel company Gini & Jony have joined hands to produce an animated feature film, based on the characters — Gini & Jony.

“We are optimistic about the future of Indian animation content and believe Gini & Jony characters are well established in the Indian kids’ mind space. We continue our focus on the Indian animation industry and will soon announce more projects,” said Adlabs Films Ltd chairman Manmohan Shetty.

Gini & Jony managing director Prakash Lakhani said, “We believe that an animation film based on our characters will take our brand to the next level, and we have found an ideal partner in Adlabs. We are confident, that this move will complement our rapid growth in the retail space and is in line with our objective of being the No.1 Indian Kids apparel brand in India.“

“Our focus is to develop strong Indian animation characters and establish them using multiple platforms like films, TV series, merchandising, publishing, mobile content, gaming, etc. We are currently in the development stage of this project and plan to start full scale production in the next few months” added Adlabs animation division head Sidhartha M Jain.

Commenting on the production model, Jain said, “We use the outsourcing model for production and have no intentions of setting up an in-house animation studio. Our focus is on development, marketing and distribution. We will be using talent and studios in India and abroad to produce this film.”

A few months back Adlabs had announced a 3D animated feature film Superstar with the lead character based on the likeness of actor Rajinikanth. This project is currently in development and will be ready for release in 2008.