Chulbuli Animated Advert Analysis Animation Essay

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This advertisement directed by Vaibhav, made in Vaibhav studios, earned fame and was credited for the noble act of promoting good hygiene along with the product .In fact, this campaign for the commercial moved on to become a tool to spread a specific message to children across India.

The protagonist

fig(3)

Some Concept art sketches of Chulbuli

Design

Since it is an ad for a shampoo, the character Chulbuli was made to have long hair that extended till her foot!

To make her appear all the more cute,she was given a round face,and egg like eyes.

She was made to wear a blue dress,may be remind people of their product-Clinic Plus!

fig(4)

The long-haired Chulbuli

Chulbuli,s mom

fig(5)

Chulbuli's mom

Looks of a typical Indian mother wearing a green sari and blouse,with a big bindi on her forehead.

Characteristics

Relevance of Chulbuli to most little girls

fig(6)

Chulbuli in her own way-lively and naughty!

Since most little girls are playful, Naughty, talkative, lively and merry ,they all were able to relate themselves to the character , even the parents of little girls were able to relate it to their little daughters.

Chulbuli's mom

A lady who is a strict disciplinarian, conscious of self-hygiene. Typical Indian mothers' type.

2D Backgrounds

The background (essentially anything that does not move in a shot) sets the location, the mood and the visual style within which the animated characters will move. This ad's background was designed using technology that offers a unique digital look of its own that replicates the look of the traditional watercolor artwork.

This commercial has a number of backgrounds

Chulbuli's bedroom

fig(7)

Chulbuli waking up

An exterior scenery of green plains and hills, a tree with a swing...

fig(8)

Excellent 2d backgrounds

Exterior of her house for the shot in which she jumps out of her window.

Fig(9)

Chulbuli jumping out of a window

interior of Chulbuli's drawing room.

Fig(10)

Chulbuli stealthily entering her house

The backgrounds of the commercial were purely system made. The team had initially scribbled how the backgrounds should look like,the main props,and even the product.

Animation

The character Chulbuli was made to jump up and down, play gleefully, and perform all sort of mischiefs, to manifest her playful nature.

Fig(11),(12)

Chulbuli on top of a tree,Chulbuli with her friends

Even minute aspects of animation like the alarm popping up, frog jumping etc.,were animated with due care.

Fig(13),(14)

Frog popping up,Chulbuli chasing frog

Her hair is made to swing in the direction of her body when she plays and jumps.

Fig()

Chulbuli's hair swinging

CREATIVE CHALLENGES

According to the director of the advertisement, Mr.Vaibhav Kumaresh,

The main creative challenge that was predominant on the making of this advertisement was the character design and development.

The commercial required a new, sort of fresh look to compliment Chulbuli and above all it had to be simple enough to facilitate quick production.

Since the chief responsibility that the making team was given was to build a cute little mascot that had to lift up the entire brand name on her little shoulders.

They not only had to build an unique character, but also the situations and environments that she would be in. Her dwelling place, her room, her parents or guardians, her actions, her pals, her siblings, her body language, her voice…etc. Since every thing was left to their hands, they felt that it gave them a lot of liberty in building the character's full personality.

On the animation front, the first part of the story has more prominence on visual action, while the second part is more of 'emotions' and 'acting and 'performance'. Overall, the storytelling had to be simple enough for the audience to relate to and enjoy.

Lip sync

Lip sync deserves more attention than it is usually gets. The challenge for a Flash animator is that the audience has to believe that the character is talking and there is some degree of emotion and personality in that character's delivery. It is extremely important that lip syncing to dialogue is not limited to the mouth. Body posture, dramatic movement and face and eye expression all contribute to the lip sync action to create the entirely convincing delivery. In most animations, animated mouths just don't seem as convincing as live action ones. But dialogues that a hero character speaks in an advertisement is very important and will appear more convincing only if the lips are in perfect sink with them. Since they are animated characters, people will tend to give more concentration and focus on what words come out of their favorite characters' mouths. The lip sync of this ad was not so bad because ,they had made exaggerated mouth movements,when the characters speak and react.

Timing and synchronization

For the sync of voice and music, frame-by-frame analysis was done before planning the animation. So, the lip sync was quite perfect as most of the mouth movements were exaggerated.

Fig()

Mouth wide open for the exaggerated expression

Sound and Music

The quality of sound in an animated advertisement is as important as that of the picture quality. A good ,robust or effectively composed sensitive sound track can often support humdrum animation, while impressive images are weakened by poor sound. Sound is a very important consideration. The three usual elements of a sound track-voice , music and sound effects- all have the power to appeal to the imagination; brought together, they can do more than half the work of the advertisement.

The music of this ad,composed by Tapas Relia, helped a lot in creating the mood. In fact, this ad is remembered for a long time and remains afresh in the minds of audience because of its jingle.

Voicing

For character animation, the choice and direction of the voicing is just as important in fleshing out the responsibility of the characters as their drawing.

The most vital thing that is to be noted while a cartoon character is being dubbed in an advertisement is that the voice of the dubbing artist should be sort of funny or unique as per the demands of the situation. The case should be like, as soon as they hear the voice of the character in a the advertisement, the audience should immediately recognize that character, eventually reminding them of the advertising product that the characters star for.

The character Chulbuli was given a shrill voice to suit her age and lively nature. Aparnaa Bhaagwat voiced that character.

Chulbuli's mom was given a stern and strict mature voice. Sneha Suresh voiced for that character.

Sound effects

Standard libraries of sound effects used as they come are more or less used for animation because the action of animation is too compact. For example,in most flash animated ads,while the sunrise in a village atmosphere is established,the usual birds humming,cock crowing sound is played from the standard sound library. Standard library sounds were used in the commercial also ,though some special bits of sound effects were composed by Tapas .Sound design was done by Gaurav Chopra.

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