The use of animation is not restricted to TV and films, it is extensively used in advertising nowadays. This article deals with the use of animation in advertising and enlightens the readers about the types of animated characters employed in commercials.

The images on next page are from a commercial for Citroen's car model C4, released a couple of years ago. This award-winning commercial, created by advertising agency Euro RSCG, set new standards in using animation for advertising, especially in the automobile sector. A stationary car is transformed into a dancing robot, with amazing special effects.

However, at first, mention of animation reminds us of cartoon characters such as Mickey Mouse and Tom & Jerry. Nevertheless, we are exposed to several commercials on TV daily that use animation but none realize it. This is due to two reasons—overdose of commercials and extensive use of animation in advertising, nowadays. Exposure to hundreds of advertisements in a single day has led to clutter and the corresponding fatigue among viewers. The novelty of use of animation in advertising has worn off and it is being used across several product categories. Automobiles, financial services, food products, healthcare, infrastructure—whatever the product category, advertisements seem to rely on use of animation. Unless it is outstanding, such as the Citroen C4 commercial mentioned above, an animated advertisement may not be easily recalled.

Animation in Advertising, Automobile Sector, Computer Technologies, Adobe Flash, Multiple Advertisement, ICICI Prudential, Aditya Birla Group, Combustion System, Brand Personality, Spice Telecom, Bajaj Allianz.