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Commercial art: industry overview

india Updated: Mar 18, 2008 23:08 IST
Pratik Ghosh

Commercial art includes photography, graphic design, animation, set designing and good old advertising. All these sub-fields are flourishing, but the first four are the new boom areas, where youngsters are making a mark.

Take set designing. The nature of the movie determines the costs incurred for sets. In a period film such as Jodha Akbar it could be as high as 40 per cent, while for Partner, it could be something around 10 per cent. On an average, all medium to big budget movies spend about 10 per cent on sets. According to, one of the largest online jobs portal exclusively dedicated to the film and television industry professionals, the Mumbai film industry spends about Rs 100 crores annually on sets and props.

There are 300 art directors, half younger than 35, and 200 set makers working in the Mumbai film industry. Every year, about 30 aspirants make it to the Mumbai film world as art directors.

The top ten advertising agencies in Mumbai together have an annual turnover of about Rs 2,000 crore, according to industry sources.

The industry is growing at about 15 per cent a year. Half the professionals are below 30 years. What's more, the standards are constantly rising and the kind of work being done is more diverse than before (see interview below with Sunil Mahadik). As adverstising flourishes so do opportunities for photographers and graphic designers.

The other promising sector in commercial art is animation (see part 1 of this series). The animation industry is worth Rs 1,100 crore and is expected to grow to Rs 2,900 crore by 2011. Over 5,000 animators are employed in studios in Mumbai.