Maya Digital Studios, the company that pioneered the art & technology of animation & visual effects in India, announced its entry into 2D animation. The studio launched its new 2D anima
tion department with advance technology and facilities. After the huge success of its IPR, Motu Patlu and Vir in 3D, Maya is now aiming to create a benchmark in 2D segment of domestic television.
Ketan Mehta, Chairman & Managing Director, Maya Digital Studios,said, “India’s animation sector is growing at a rapid pace. Also there is an increased use of animation in TV advertisements creating a need for good animation studios with 2D and 3D specialization.
As per FICCI KPMG report 2014, the Indian TV advertisement industry size is expected to increase from INR 136 billion in 2013 to INR 253 billion in 2017 at a CAGR of 13 percent. As the advertising industry grows it is expected that the share of animation driven advertisements will also grow, given that animated advertisements usually strike a better chord with the target group of children and young adults. Hence it was a very strategic move to introduce 2D animation at Maya Digital studios”.
Commenting on the expansion of animation industry, Ketan Mehta further added, “The current size of the industry is estimated at US$ 247 million and expected to grow at 15-20% per annum. Indian animation companies and studios have been moving up the value chain to create their own intellectual property rights.2D animation software is a fun way to create amazing scenes from one’s imagination; hence our new 2D animation segment allows us to build more IPR’s. We are already in talks with broadcasters for 2 new IPR’s and are extensively looking at tapping the domestic television industry in coming years.”
