Tata Elxsi’s VCL to increase focus on high-end TVCs


MUMBAI: Visual Computing Labs (VCL), a division of Tata Elxsi Ltd plans to pursue the television commercials space by setting up an exclusive team of creative artists to execute high-end television commercials (TVCs).

The division will work in tandem with TVC production houses, advertising agencies and end advertisers in India and globally.

This team will operate out of VCL’s office in Mumbai.

Tata Elxsi VCL chief operating officer Nagarajan S said, "Since its inception VCL has successfully delivered fully animated TVCs and films for both Indian as well as global customers. While the core capabilities in terms of skill sets and technology required to meet the demands of these two segments is somewhat common, TVCs are more deadline driven, and are typically short haul projects. The decision to set up a dedicated team for the advertising segment is driven by the large opportunity that exists for us in this segment as well as to cater to the specific requirements of this space."

"Over the two years, we have had our hands full with several feature film projects including our biggest till date – Roadside Romeo. Having said that however, we are equally gung ho about the TVC space and with this dedicated team in place, we hope to leverage our experience and expertise from films as well as provide a similar value proposition to the advertising fraternity," he added.

Tata Elxsi VCL creative director Pankaj Khandpur said, "Advancements in computer technology have allowed animation to be a more flexible advertising component, including interactivity and visual product demonstrations. VCL has perfected the art of creating magic on screen, wielding the twin wands of technology and imagination. Advertisements are exciting and challenging to execute given the fact that a lot needs to be packed into a much shorter time frame. A dedicated team would directly address advertising business with fast turnaround for the TVCs. We look forward to servicing our client’s requirements in a cost and time effective manner."