Tata Elxsi creates advertising ‘buzz’ for Kellogg’s latest offering- ‘Honey Loops’

New Delhi, August 25, 2009 – Visual Computing Labs (VCL), a division of Tata Elxsi Ltd and a leader in the animation and visual communications industry today announced that it has successfully delivered special effects in the television commercial (TVC) for Kellogg’s’ latest offering in the market- Honey Loops .

Directed by ace ad film director, Mintoo Singh of Classic Films, the TVC shows a cute little honeybee as the central animated character along with a little girl who takes the viewers through the process of manufacturing ‘Honey Loops’. The entire commercial is set inside a beehive and is a take off on the hugely popular song from the movie Billu Barber, “Hit Hit Soniye”, with a swarm of bees grooving to it in the background.

VCL designed one huge set with various levels, each to depict the separate stages of the manufacturing process. Once the set was designed and built, the choreography was shot by Mintoo and then reproduced in animation.

Speaking about the creation of the commercial, Mr Suhael Merchant, Animation Director Visual Computing Labs, Tata Elxsi Ltd said, “The use of animation in children’s advertising is not uncommon. However, with it comes the challenge of creating something unique and interesting in order to build that connect and get them captivated to the ad and thereby the product. Our FX team worked out some super yummy looking honey which would be flowing from various levels. This was a crucial element of the film and one that we had to get right. Lighting wise everything was needed to look warm and honey like, as well as cute and clean.

“All in all our team really pulled off all the requirements beautifully- be it the set creation or the various textures and even the lighting and SFX of the honey. The choreography of the complicated dance steps was challenging. Mintoo Singh’s input on every detail at every step of the commercial was crucial to achieving what we have in this beautiful commercial. He worked closely with us to make sure that we achieved exactly what the brief was and I am very happy to say that the end result outdid our expectations!”

Since its inception VCL has successfully delivered fully animated TVCs (2D and 3D) for both Indian as well as global customers, the latest being the Himani TVC for the production house, Equinox. VCL won the FICCI BAF award this year for executing outstanding visual effects in Himani Fast relief TVC in the category of “Best VFX in a commercial”. The division, in order to strengthen its foothold in the TVC arena has set up a dedicated team to work in tandem with TVC production houses, advertising agencies and end advertisers globally.

Last year, in addition to the Himani Fast relief TVC, VCL also 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.

VCL has worked for well-known ad agencies and independent ad filmmakers in the past. Its portfolio includes advertisements for Cheetos, Pillsbury, Huggies, Fanta, and MSN Messenger, besides two Coke commercials for overseas audiences. The division has also worked on projects for Sony Pictures Imageworks, Lions Gate, MGM and Digimation.

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”, “Gandhi My Father”, “Ta ra Rum Pum”, “Hum Tum” 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

Krityanand Kundan / Manpreet Singh

Vaishnavi Corporate Communications

krityanand.kundan {at} vccpl(.)com/manpreet.singh {at} vccpl(.)com

9990099562 / 9810286337