Tata Elxsi’s Visual Computing Labs to increase focus on high-end television commercials

Aims for a larger share of the ad films pie

Sets up a dedicated team of creative artists for effective execution

New Delhi, June 8, 2009- Visual Computing Labs (VCL), a division of Tata Elxsi Ltd and a leader in the animation and visual communications industry today announced that its plans to aggressively pursue the television commercials space by setting up an exclusive team of creative artists to execute high-end television commercials (TVCs) by working in tandem with TVC production houses, advertising agencies and end advertisers in India and globally.

This dedicated team will operate out of VCL’s office in Bandra, Mumbai provides ontime and easy access to major production houses and advertising firms.

VCL has worked with well-known ad agencies and production houses and its portfolio includes TVCs for various brands such as Cheetos, Pillsbury, Huggies, Fanta, MSN Messenger, Thums Up, Reebok, Toyota, Chevrolet & HUL brands. VCL has also developed 3D models of various brand mascots such as Pillsbury Doughboy, Wrigley’s Boomerman & Cheetos’ Chester.

Mr. Nagarajan S, COO, VCL, Tata Elxsi Ltd, 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 further added.

Last year, VCL executed a major project for ZEE TV. ZEE wanted to change the ID of their flagship channel for which VCL conceptualized, designed and produced the entire ID. This year VCL won the FICCI BAF award for executing outstanding visual effects in Himani Fast relief TVC in the category of “Best VFX in a commercial”.

Mr. Pankaj Khandpur, Creative Director, VCL, Tata Elxsi Ltd said, “Advancements in computer technology have allowed animation to be a more flexible advertising component, including interactivity & 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.”

VCL caters to various segments, including motion picture, television episodic series, advertisements, direct to video market, game cinematics and audio visual requirements of enterprises. The division has been involved in many of the recent blockbusters in Bollywood, including the end-to end execution of India’s first fully animated 3D film, “Roadside Romeo” and has also been doing a lot of work for overseas clients and studios. In addition to this the division is also involved in the making of corporate films and documentaries.

About Tata Elxsi Ltd’s Visual Computing Labs

Visual Computing Labs (VCL), a division of Tata Elxsi Ltd, is a creative facility offering animation, digital visual effects and game asset building services for the global entertainment and broadcast industry. With state of the art studios and multi-faceted creative and technology teams in Mumbai, India, VCL is now considered India’s preeminent motion picture visual effects studio has created special effects for many significant films like “Rab ne Bana di Jodi”, “Jodhaa Akbar”, ” “Taare Zameen Par” (India’s official Entry to the Oscars), “Rang De Basanti, ” “Dhoom 2” and many more. Roadside Romeo, India’s first fully animated theatrical motion picture was also India’s first nomination for the Visual Effects Society (VES) Awards in 2008 along with Wall-E, Waltz with Bashir and Kung Fu Panda. VCL has also worked with other leading US entertainment companies including Sony Pictures Imageworks, Industrial Light and Magic (ILM), Lionsgate, Mike Young Productions, MGM, STARZ/Film Roman, and others.

About Tata Elxsi

Tata Elxsi Limited (www.tataelxsi.com), the Product Design arm of the multi-billion Tata Group, is a company focused on delivering outsourced Product Design and R&D services and solutions to customers worldwide. Core technology strengths, domain skills, system engineering capabilities, custom processes for design and proficient designers, form the nucleus of the company. Tata Elxsi is a SEI CMMi Level 5 company.

Headquartered in Bangalore, India, the company is supported by a strong network of offices all over the world. Tata Elxsi’s design services are supported by state-of-the-art design and development centers in India, Japan and the UK. Tata Elxsi’s local presence in the USA, UK, Germany, Canada and Japan assures easy access to the company’s global customers as well. Tata Elxsi is a public stock company traded in the Indian stock exchanges.
FOR MORE INFORMATION, PLEASE CONTACT

Sanaj Natarajan

Tata Elxsi Limited

Tel: 91 80 2297 9250

sanaj {at} tataelxsi.co(.)in

Manpreet Singh

Vaishnavi Corporate Communications,

0 9810286337

manpreet.singh {at} vccpl(.)com