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GOD on sale!
Invoking the almighty or running after the all mighty rupaiah... Call it faith or religion; modern marketers have infiltrated the divine corridors spawning the estimated Rs.116 billion Indian ‘Faith’ industry. 4Ps B&M’s Sray Agarwal & Gyanendra Kashyap get religious to discover the growth of yet another ingenious money spinning market...
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 “We value a lot of intricacy!”
“People decorate home with all kinds of products like marble, precious metals, crystal, et al. In fact, homes are now becoming more luxurious and the concept of luxury home is getting more and more popular by each day. Further, it’s no more a concept limited to super riches in India as middle and upper middle class are also adopting it quickly. People are now spending more in making their home look beautiful. But, the main idea is that we do a lot of research before, like in the case of Lakshmi we did research for three years on ornaments, colour of sari, et al. For Radha Krishna our Italian guys lived in Vrindavan for almost a year to get the perfect thing. We value a lot of intricacy and when we finally announce the piece it is consulted with the people for whom it matters or from the people who has the knowledge about it. Moreover, before we launch an Indian piece we take care that nobody’s emotions are hurt and create a piece that is loved and liked by all. Moreover, whenever Lladro family (the brand Lladro is a family name and there are four members who are running it) is in India we organise our signature event. In fact, whichever product you buy that day, it can be personalised for you and the family member signs it for you as well. No doubt, luxury market for home is expanding in India as today luxury is not just restricted to rich individuals, but it’s also for the middle class. There is certainly a huge potential in that class.”
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 “A mythological series is not a religious series!!”
As I see it, we should not categorise mythological series as purely a religious series. Of course, it draws its primary elements from the religious beliefs and practices, but fundamentally it tries to communicate mostly common messages and values. The way characters are portrayed, how a situation unfolds are all perfected with a nip of excitement, which would entertain audiences.
Most of the animated contents that we see in the Indian market scrounge its storylines from mythological stories. Then there are exceptions like ‘Hanuman Returns’, which borrowed only the characters while the storyline was contemporary. Our recent production ‘Siva’, which was aired by Cartoon Network, was again a portrayal of a contemporary situation linked to the tales of Lord Siva. To sum up, there definitely exist a market for these kind of series provided we don’t overkill mythology and add a fresh breath of life to them.
Every effort from Toonz Animation based on mythology was an experiment as well as a challenge to raise our quality benchmark. In 2002 we set the pace with the ‘The Adventures of Tenali Raman’, which was India’s first Animated TV series. For mythological flicks we aim to slot in young and old alike. The strategy would be to present a theme, which is exciting, engaging and educating. It would need to draw elements of the past and the subtleties of the present. We are currently in production of the second series of the TV feature film ‘Siva’ and another TV feature film on Hanuman titled ‘Hanuman Immortal’.
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Sray Agarwal & Gyanendra Kashyap
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