Union Budget 2014 reactions from Eeksaurus
Posted By : Mukesh Dube At 7/14/2014 2:02:44 PM
Tags : Mr. Suresh Eriyat Eeksaurus
This is with regards to the Union Budget 2014 announcement. Following are the insights from Mr. Suresh Eriyat (Founder and Creative Director - Eeksaurus
“While the animation segment in India has been identified as an industry which receives it’s major projects from the international studios as a backend support, the decision to set up a National Centre for Excellence in Animation, Gaming and Special Effects will give a tremendous boost to home-grown talent. This will help animation in India build an identity of its own rather than being perceived as an add on graphics in the film and advertising industry. The media and entertainment industry which is currently valued at $20 plus billion has a significant growth potential back by such policy reforms. Furthermore, with India being the second largest entertainment industry in the world, animation studios will further be able to gain top-notch talent to support their hi-tech solutions and gain more ground in executing projects.”
Suresh Eriyat’s journey into the field of design and advertising is akin to the cinematic era of the 80’s. A young and passionate Suresh, while preparing for IIT in a small town of Kerala got admission in the prestigious NID (National Institute of Design) and decided to ditch the IIT entrance exam!At a time when mothers went around town to exclaim “Mera beta engineer ban gaya”, Suresh’s childlike curiosity and enthusiasm led him to explore unchartered territories and he became one of those few people from Kerala to have joined The National Institute of Design (NID).
At NID, Suresh mastered the technique of animation that can be deployed to make a film.During his tenure, he interned with the animation exponent Ram Mohan which gave him the impetus to explore the potential of animation and break from the ordinary to spin memorable stories.
Suresh began his career with Famous Studios and later in partnership with the owner Mr.Arun Roongta,setting up Famous House of Animation. Here he learnt to weave animation in advertising.. As a story spinner, his work is very close to the fables and anecdotes that our grandmothers told us as kids. Remember the story of rabbit and tortoise? He actually adapted to this concept to create the first iconic clay ad film in India for Amaron Batteries. At a time when agencies and creative art directors thought about animation and technologies only as an afterthought or fillers in their campaign, the Amaron commercial boosted sales for the battery client by 10 folds.
After a glorious decade at Famous House of Animation, and putting India on the global map for animation, being represented several times at Annacey, Suresh set up Studio Eeksaurus in 2009, India’s first studio which has mastered the art of intertwining animation with live action to synthesize new ideas and unforgettable brand identities. Suresh has a keen eye for detail; his work is a reflection of that fact. He takes effort in understanding the history of the brand and come out with ideas that are evidence to the core ethos and culture. Be it using ancient instruments or traditional art forms he has done it all. Who can forget the Google’s Tanjore ad campaign, though the brief was simple, Suresh added the desi tadka to it by recreating the web pages in Tanjore art style. Suresh along with his team went to Tanjore and met the family and understood what the art was and how they worked, he came back to recreate everything for the internet in a Tanjore art style. He quite literally tanjorised the internet!!
With a portfolio of over 300 ad films, and over 100 national and international awards,Suresh’s work has been recognised at key industry platforms. He has been on the jury panel of the Clio awards since 2007 which are considered to be the Oscars of advertising and also is a part of many other national and international juries. His vision for the Indian animation film industry has made him an integral member of the advisory panel to the Minister of Information and Broadcast.
With his firm belief in design process for solutions, Suresh has been instrumental in creating a market for animated ad films by going beyond the traditional technique and storytelling.
The vibrancy of colors and modern sensibility, combined with the nuanced heritage of the designs,has led him to work with leading Indian and international brands such as MTV, Coca Cola, Britannia Nurtrichoice, Horlicks, Sulekha.com, Google, Usha Janome and Gems to name a few.
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