The Golden Age of Indian Animation

Rajiv Chilaka, the CEO of Green Gold Animation, talks to TV Kids about the Indian animation studio, which he founded in 2001.

Sixteen years ago, Rajiv Chilaka set out to establish an animation studio that he hoped would become known as “the Disney of India.” Since then, Hyderabad-based Green Gold Animation has been creating original Indian animated content that has been broadcast on Cartoon Network, Pogo, Discovery Kids, Hungama and Disney Channel, and viewed by more than 60 million children around the globe. The company’s properties have also enjoyed success in the film and L&M arenas.

***Image***“In 2001, [we] started redefining the Indian animation industry with original IP shows that eventually made an indelible impression on the hearts of young audiences,” says Chilaka, Green Gold’s founder and CEO. “The company has grown by leaps and bounds in its employee base, office expansion and its critical development of kids’ IPs and shows. Green Gold has now also diversified into various domains such as branded stores, licensing and merchandising and digital media.”

Green Gold’s most popular property is the comedy adventure Chhota Bheem, which was created by Chilaka. “The show has tread an illustrious journey over the last ten seasons, transforming into a household name,” he says. “Kids have identified with Chhota Bheem,” who Chilaka describes as being “the sparkling mascot of the Indian animation industry.”

The company’s first action/adventure 3D series is Super Bheem, a spin-off of Chhota Bheem. The catalog also comprises the action/adventure comedy Six Cylinder Samurai and the coming-of-age story Kalari Kids. “The animation style of cartoons from India is reminiscent of the beauty, sophistication and stylization of the unique traditional art and paintings,” says Chilaka. “The content developed in India has a touch of Indian culture with a global appeal. The same goes for the style of animation with shows produced by Green Gold, with each having its own distinct style in script and production.”

***Image***Green Gold is also working on the slapstick-style shorts Mighty Little Bheem and I Am No.1. “We haven’t seen much slapstick since the ’70s and ’80s, and that’s why we are developing two pure slapstick shows,” says Chilaka. “Broadcasters look for simple but unique content and shows with heart—stuff that kids can relate to in this day and age.”

According to Chilaka, the animation industry is “seeing rapid growth and opportunity,” but there are still some challenges at the moment, including limited government support, a lack of liberal policies and the need for more training institutions. “The key issue is finding local talent in tandem with how much content is being produced,” he says. “Traditionally in India, animation was geared toward kids, but we are seeing an increase in content developed for older audiences, from teens to even adults. Also, with the growth in digitization, we see a lot more original content being developed.”

Furthering its efforts to bring Indian animation to young viewers worldwide, Green Gold has set up its first U.S. studio in Los Angeles and is “working tirelessly on developing IPs for the global market.”