Suresh Eriyat’s journey into the field of design and advertising is akin to the cinematic era of the 80’s. A young and passionate Suresh, while preparing for IIT in a small town of Kerala got admission in the prestigious NID (National Institute of Design) and decided to ditch the IIT entrance exam! At a time when mothers went around town to exclaim “Mera beta engineer ban gaya”, Suresh’s childlike curiosity and enthusiasm led him to explore unchartered territories and he became one of those few people from Kerala to have joined The National Institute of Design (NID).
At NID, Suresh mastered the technique of animation that can be deployed to make a film. During his tenure, he interned with the animation exponent Ram Mohan which gave him the impetus to explore the potential of animation and break from the ordinary to spin memorable stories.
Suresh began his career with Famous Studios and later in partnership with the owner Mr. Arun Roongta,setting up Famous House of Animation. Here he learnt to weave animation in advertising.. As a story spinner, his work is very close to the fables and anecdotes that our grandmothers told us as kids. Remember the story of rabbit and tortoise? He actually adapted to this concept to create the first iconic clay adfilm in India for Amaron Batteries. At a time when agencies and creative art directors thought about animation and technologies only as an afterthought or fillers in their campaign, the Amaron commercial boosted sales for the battery client by 10 folds.
After a glorious decade at Famous House of Animation, and putting India on the global map for animation, being represented several times at Annecy, Suresh set up Studio Eeksaurus in 2009, India’s first studio which has mastered the art of intertwining animation with live action to synthesize new ideas and unforgettable brand identities. Suresh has a keen eye for detail; his work is a reflection of that fact. He takes effort in understanding the history of the brand and come out with ideas that are evidence to the core ethos and culture. Be it using ancient instruments or traditional art forms he has done it all. Who can forget the Google’s Tanjore ad campaign, though the brief was simple, Suresh added the desi tadka to it by recreating the web pages in Tanjore art style. Suresh along with his team went to Tanjore and met the family and understood what the art was and how they worked, he came back
to recreate everything for the internet in a Tanjore art style. He quite literally tanjorised the internet!!
With a portfolio of over 300 ad films, and over 100 national and international awards, Suresh’s work has been recognised at key industry platforms. He has been on the jury panel of the Clio awards since 2007 which are considered to be the Oscars of advertising and also is a part of many other national and international juries. Having most recently won the first ever award for India at Annecy, France’s prestigious International Animation Film Festival which is world renowned to recognise the best in the field of animation, Suresh has taken Indian animation to a whole new level. His vision for the Indian animation film industry has made him an integral member of the advisory panel to the Minister of Information and Broadcast.
With his firm belief in design process for solutions, Suresh has been instrumental in creating a market for animated ad films by going beyond the traditional technique and storytelling. The vibrancy of colors and modern sensibility, combined with the nuanced heritage of the designs,has led him to work with leading Indian and international brands such as MTV, Coca Cola, Britannia Nurtrichoice, Nestle, Luv It, Horlicks, Sulekha.com, Google, Usha Janome, UNICEF, Dominos, Nestle, Rotary International and Gems to name a few.
One could say that India has not yet experienced or accepted the genre of animation as well as the West, but with the success of <em>Baahubali</em>, which made Rs 545 crore at the box office, there is a growing buzz about the animation industry. But wait! The film cannot be categorised purely as a work of animation. It has been crafted so well through the magic of VFX (visual effects)! Whether you are a student at the crossroads or just here to gain some knowledge, read on to understand the difference between VFX and animation.