The Annecy Festival is exactly a week away and with India as the Focus Country this year; everyone is excited about the implications. NASSCOM is taking a large Indian delegation to Annecy including some of the biggest and best studios in India – Toonz Animation, Paprikaas, Accel Animation, Sanra, Kahani World, Big Animation, FX Labs, ettaminA, Blowfish FX, Dawson, Cornershop, Graphiti, Green Gold, Picasso Digital, to name just a few.
NASSCOM is organizing THE INDIA PAVILLION together with Government of India – Ministry of Information & Broadcasting at Annecy 2008 – the world’s largest creative festival for animators and the animation world.
The 27 square meters large ‘Indian Pavilion’ is the largest showcase of Indian animation companies at any single event and the stand will present the logos, play the show reel and display the logos of all the participating companies. The ministry and trade delegation will be meeting several counterparts from other countries and discussions will range from proposing growth initiatives including co-production treaties, reciprocal participation in trade shows and official visits by trade delegations between themselves. To celebrate the ‘Spotlight on India’, NASSCOM and the delegation will be the hosts for the opening gala evening on the 10th where an Indian Fair has been planned. A show-reel of student and professional films compiled by ASIFA India will also be showcased by the delegation. A handbook on India, with updated information on the industry and profiles of visiting delegates will be presented.
Speaking about this Col. S V Ramachandran, Regional Director, NASSCOM said, “NASSCOM Animation and Gaming Forum has decided to participate in selected international markets as a platform to present the Indian Industry. MIFA at Annecy is the largest ‘pure play’ animation market and NASSCOM’s participation last year convinced us about the possibilities for our members and the positive role the government can play in turbo powering some of the initiatives.”
I caught up with Biren Ghose, CEO Kahani World Inc. and Chairman of the NASSCOM Animation & Gaming Forum and here is what he had to share about NASSCOM’s role at Annecy and in the country’s Animation and Gaming scenario.
Q. As Nasscom delegate, what are you planning for the Indian Delegation to do at at Annecy 2008?
Biren: I have suggested that the main agenda for this delegation is to launch in the animation world the same main agenda that represents NASSCOM’s winning formula in the Indian IT industry. The goal at Annecy will be to use the festival and its spotlight on India to take forward the Indian animation in a glamorous and focused manner.
NASSCOM has a 7 point focus and our team will meet various people across these topics. These are:
1. Strengthen the brand equity of India for outsourcing and products
2. Partner with Government of India and State Governments in formulating enabling policies and legislation. Partner with global stakeholders for promoting the industry in global markets coproductions, etc.
3. Continue to be the thought leaders in creating the industry information for animation, gaming and VFX and deliver world-class research and strategic inputs for the industry and its stakeholders.
4. Expand the quantity and quality of the talent pool in India
5. Continuous engagement with all member companies and stakeholders to devise strategies to achieve shared aspirations for the industry and the country.
6. Encourage and facilitate members to uphold world class quality standards and enhance operational excellence.
7. Aim to uphold Intellectual Property Rights of its members.
Q. What are the main events that the team is participating in?
Biren: There are different team members and they will derive different benefits at the festival.
The India Pavilion will:
a) Act as a nodal point to receive enquiries for products services and collaborations with the delegation members.
b) Provide the professional syndicated showcase which will enable countries irrespective of their size to present their credentials in the international market.
c) Disseminate information on the Indian market and profiles of the delegations
d) Act as a networking point through the daily wine and cheese networking afternoons to the end of each market day! [3.30 to 4.30pm on the 11th to the 13th June 2008 at the India pavilion]
e) Develop a presence in a location that becomes a standard meeting point for companies that want to do business with India particularly the creative talent and producers from UK & Europe.
The Power Panel [on the morning of 12th June, Thursday] will:
a) Formally announce the government’s participation and patronage for this sector. Ms. Asha Swarup, the Secretary [the highest official in the Indian Government] for the information and broadcasting ministry is personally coming to chair the panel and to assess the potential for the Indian industry in the future.
b) The NASSCOM President, Mr. Som Mittal, is personally coming to his 1st international market in this sector to show solidarity with the initiative.
c) The Power Panel will have a mix of the Indian team presenting their viewpoints and also expatriates pointing out why India is such a strategic location for the future.
The Gala Evening is the best way to create an Indian buzz – we are expecting that the entire opening party shall have an Indian theme!
Q. You have been to various international animation events. What, in your opinion, makes Annecy particularly popular?
Biren: Annecy has already become a favourite business development venue exclusively dedicated to animation for (a) concluding European-Indian co-productions, (b) advancing strategic alliances, (c) seeing cutting-edge new pitches and competition films, (d) being the most beautiful surroundings in which the market is held. I am delighted that we have over 20 companies signed on to be center-stage at the MIFA market. The approval of the Ministry of Information and Broadcasting to participate at Annecy to help promote the Indian industry is a significant honour and breakthrough for the industry and they are working to reciprocate the government’s interest in powering this sector.
Q. Annecy is also a major festival for competition and exhibition. Is that also of interest?
Biren: NASSCOM also works with academic and industry advisors to formulate world-leading operational excellence standards. The forum is considering putting up a major festival and, for the past few years, already runs the “creative super pitch” which is the #1 pitching event in India attended by the best jurors from across broadcasters, distributors, etc. The Government has also asked NASSCOM to advise it on a national; Animation & Gaming School to be put up by the Government of India as a model institution.
Q. What is NASSCOM?
Biren: NASSCOM® is the premier trade body and the chamber of commerce of the Information Technology & Business Process Outsourcing industry in India. NASSCOM is a global trade body with more than 1200 members, of which over 250 are global companies from across the US, UK, EU and Asia -Pacific. NASSCOM’s members are in the business of Services, Products, Technology Infrastructure Management, R&D services, E-commerce & Web services. Engineering services offshoring and Animation and Gaming are the sunrise sectors.
NASSCOM’s membership base constitutes over 95% of the industry revenues in these fields in India and employs over 2 million professionals. It therefore is the #1 in its representation. It is a not-for-profit organization.
NASSCOM has been a strong proponent of global free trade. It is committed to work proactively to encourage its members to adopt world class management practices, uphold highest standards in quality, security and innovation and work to retain India’s competitive position in a dynamic world with sweeping changes. It anticipates that, by 2010, India’s IT-BPO industry could potentially generate US$60 billion in export revenues, account for 8 percent of the India’s GDP, pay for a massive infrastructure build-out and sustain around 10 million jobs.
Q. What are the aims and objectives of NASSCOM?
Biren: Among its ‘Aims and Objectives’ is to drive the overall growth of the global sourcing market and maintain India’s leadership position, by taking up the role of a strategic advisor to member companies in the Indian IT-BPO sector. NASSCOM’s varied strengths include creating and influencing government and public policy, international trade development, research and market intelligence services, and access to an international network through 17 Memorandums of Understanding and linkages with 40 industry associations across the globe. This enables NASSCOM to advise members – both established and emerging companies to further their growth.
Q. Does NASSCOM cover all aspects of India or is it confined only to big companies in big cities?
Biren: NASSCOM endeavors to narrow the digital divide in India and enable all citizens particularly the economically deprived sections to get the benefits of technology. It is working with many state governments to use animation as a means to develop employment including in smaller towns. There is also a pioneering initiative in the social sector being championed by the NASSCOM Foundation, a separate trust set up to create this empowerment for the under privileged.
Thanks, Biren! We will catch up with you soon to learn more about the NASSCOM Animation and Gaming Forum.