Lord Muruga readies to join animated league by July 2008

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Chennai, Nov 23: Lord Muruga will soon join the league of animated gods “Hanuman” and “Bal Ganesh”. Chennai-based Sanrasoftware Ltd is producing “Om Muruga”, a full-length animation film, which is planned to be released by July 2008.

Sanra is a gaming, animation and visual effects company. Uma Karthikeyan, director, finance, Sanra, said, “We have positioned ourselves as a new media technology company. We are focused on IP (intellectual property) creation. ‘Om Muruga’ is one such initiative.”

There is a flurry of activity happening in the animation and gaming industry. At least 10 full-length animation films are being produced in the country now, Uma said.

This has also helped elevate interest among foreign animation companies to outsource work to India, she added.

Most of the work that is outsourced to India now is human-intensive. However, to move up the value chain and to sustain in the long run, animation companies are concentrating on creating IPs, similar to other software companies.

Sanra is also looking for international distribution and co-production deals, she added.

The company is scouting for acquisitions in the US and the UK for marketing and distribution. Sanra plans to raise at least Rs 40 crore for the buyouts, infrastructure development, working capital and for investments in motion-capture and other storage equipments, Uma said.