LOWE LINTAS INDIA is first time developing a full fledged CGI-Live action TVC for Domex (Germ Killer) in India. Domex is a Unilever Brand. Till date all the Domex films have been created abroad and then dubbed in Indian languages. This is the first time that Lowe India is doing it in INDIA.
The Animation production for the TVC has been done by Mumbai based Vaibhav More Films while the product window live action has been done by Affirmative Ideas.
The TVC will be released in the month of June in seven Indian languages all over India. It revolves around the concept of Germs in the toilet committing suicide because the new Domex pouch is very easy to use and cheaper in cost.
Speaking to AnimationXpress.com, Sajid Khan, Creative Director at Lowe Lintas Mumbai, said that, “This is has been the 1st time that a communication has been developed in India. So far we have received all the work from the global teams that have got adapted in local languages here. Since its related to animation which is to an extent an unknown territory for us, the experience and the results have been truly enriching. The film has been appreciated by clients and the global teams.”
“Self motivation and confidence in executing work plays a very important role. Vaibhav More possesses these qualities and hence we have got the results in front of us. He is dynamic and clear in his approach and that has been appreciated by clients. Brilliant animation, exceptional quality and excellent planning has helped us deliver a good film hence kudos to the team” Sajid added.
The key people involved in making the TVC include Prashant Damle, (CG
Generalist), Nitin Patil (Rending,and compositing in charge), Zarvan A, (rigging artist), Amit Chitnis, (editor Pixion studios), Sajid khan and Narendra, (Lowe Creative guides), Chetan Shashital, (Voice over Artist) and Vaibhav More, (Director, animator, compositor).
Sajid Khan was the creative guide from the Agency side. Sound was designed by SOUNDS GOOD Studio in mahim and the edit was done at Pixion studios (Amit chitins).
The entire designing, animation and edit were done in-house. They had outsourced 3d models and the environment to some young freelancers. It is a stylized film. So there is no realism or special effects in the film Its a simple 3d film with a character acting involved.
Speaking about the film, Vaibhav More, Founder, Vaibhav More Films, shared, “It was a great honor to work for Lowe India. I was really excited about the job. Although it was a 20 sec film, it was a lot of work and lots of efforts were put by all the members of the project. I feel happy and lucky that we were chosen to do this film.”
Sharing the process in formulating the commercial, Vaibhav, said that, “We started with concept design which was inspired from the previous commercials of Domex done abroad that was our main guideline given by agency. I added my own design style and animation to it. Animation was done by me. After finishing the animations, rendering was the next big task. At the same time few had to simulate a smoke effect on the main character which we had never done before. It took us some time to crack it but we did it with the help of some freelance experts”.
“My future plan is to continue doing good work and set good standards for the future generation. I have been taking seminars and lectures all round India to create awareness about this field. We lack guidance and exposure for the youngsters. My objective is to reach all the young talents and guide them to good and quality work. That’s the key to success.” concluded Vaibhav.