Name: Kapil Chowdhury
Country: India

Year: 2025
Volume: Volume-15, Issue-2, (July-December)
Page Number: 577-586
DOI: https://doi.org/10.5281/zenodo.22688479

ABSTRACT:
As Indian television viewers became more diverse and tech-savvy, advertisers had to seek new ways to grasp their attention. Animation turned out to be the most widely used medium, as anything imaginable could be achieved with it – from talking animals to flying children. This paper aims to revisit the usage of animation techniques in Indian television commercials (TVCs) from the perspective of a qualitative case study grounded in cognitive and persuasion theory. The history of animation will be loosely correlated with the history of TVCs. Following that, the reasons why animation makes content more memorable and persuasive than any other kind (the dual coding theory, elaboration likelihood model, source credibility, and spokesperson character), and how these learnings were applied to create billion-dollar franchises will be presented. Finally, the research will touch upon the history and current state of the Indian animation and visual effects industry. Three Indian TVCs wi