Inspired to Create Content that Resonates Globally: CEO Toonz

By Pickle October 18, 2024

On Toonz Media Group’s 25th anniversary, P. Jayakumar, CEO, discusses the unique strategies that spurred the company’s ambition to not only stay afloat but also thrive, with some of the most memorable projects under its belt.

Toonz Media Group has established itself as a global leader in animation, consistently pushing the boundaries of storytelling and design for over two decades. As Toonz marks 25 years, Pickle chats with P. Jayakumar, the CEO, to reflect on the company’s journey, its resilience, and what the future holds.

Toonz has shown remarkable resilience over the years, navigating challenges in the ever-evolving media landscape. What would you say has been the key to staying ahead?

Our resilience stems from staying true to what we excel at—creating compelling stories and top-quality animation. We’ve consistently adapted by integrating new techniques, exploring diverse content, and embracing global partnerships. We’ve worked with leading names like Mediawan, Kindle Entertainment, and Exodus, while always fostering internal talent that can troubleshoot and overcome challenges. Our decision to venture into international markets early on helped us build a strong global reputation. These strategies have ensured our ability to not only survive but thrive, even in the face of adversity.

Looking back, what are some of the key milestones and iconic projects from Toonz’s 25-year journey that you are particularly proud of?

We’ve always been forward-thinking, particularly in terms of diversification and strategic growth. Early on, we recognized the importance of digital media and expanded into creating original content for platforms like YouTube. Our exploration into immersive and interactive media is also a significant leap forward. A few notable projects include:

The Adventures of Tenali Raman – Our first animated series and one of India’s pioneering works in the field.
Hanuman Returns – Our entry into feature films, marking the production of India’s first animated feature.
Collaborations with international giants like Marvel, BBC, and Lionsgate on projects such as Wolverine and the X-Men, which helped cement our reputation globally.
Venturing into live-action adaptations with notable titles such as Magic Beyond Words (based on J.K. Rowling’s life), Mostly Ghostly, and Zombie Town.
The adoption of Toon Boom animation software, which set a new benchmark for production quality in India.
Establishing our distribution channel in Ireland, giving us more control over content distribution.
The acquisition of Telegael in Ireland, significantly boosting our global capabilities.
The Gummy Bear Show – Our first YouTube-funded animated series, marking our success on digital platforms.
Growing our YouTube ecosystem to over 25 million subscribers globally.

These milestones reflect our pioneering role in Indian animation and our continuous innovation across the industry.

You’ve spent the prime of your career with Toonz. What has motivated you to devote so many years to the company?

Looking back on my journey, I transitioned from a secure government role in finance to leading one of the most dynamic media companies. My background in finance gave me strong analytical skills, but my passion for entertainment drove me to make this career shift. I’ve always been motivated by the potential to create content that resonates globally, and seeing our work spark joy in audiences of all ages is immensely fulfilling.

Toonz started its journey in Trivandrum. How do you reflect on that decision today, and what does it mean for the state’s emerging AVGC ecosystem?

Starting in Trivandrum was met with skepticism at the time, but it turned out to be one of our wisest decisions. Technopark provided the perfect environment for a creative venture like ours, offering both a tech-savvy infrastructure and a laid-back atmosphere conducive to creativity. Trivandrum’s cultural richness and the strong networking culture also played a significant role in our early success. Now, with the state focusing on creating a future-ready AVGC ecosystem, I see tremendous potential for growth and innovation in this space.

The Indian government has recently rolled out $3.6 million in incentives for co-productions and animation services. What impact do you see this having on the industry?

This is a significant development. The incentives will undoubtedly improve production quality and foster stronger ties with international studios. It’s also poised to create more jobs and develop a highly skilled workforce. Overall, this move will encourage innovation and contribute to the sustainable growth of the animation industry in India.

Post-pandemic, how do you view the state of the global animation industry, especially in Europe and the US?

While the US and European markets have bounced back from the pandemic, there are still challenges, particularly with the decline in the traditional TV sector. Streaming platforms now dominate content distribution, which changes the landscape significantly. However, I’m confident that Toonz will continue to navigate these disruptions and maintain strong relationships with Western industries.

Prime Minister Modi’s vision of “Make in India” and “Design in India” has set the stage for growth in industries like animation. How can the industry best execute this vision?

To realize the PM’s vision, we need a clear policy framework that simplifies regulations and offers incentives for startups. Initiatives like the National Centre of Excellence (Indian Institute of Creative Technologies) in Mumbai will help produce top-tier content, attract foreign investment, and boost the industry. It’s a vision that aligns perfectly with our goals.

Co-production treaties have historically been underutilized. Do you see the evolving landscape benefiting India in this regard?

In the past, India didn’t have enough to offer in co-production deals. Now, with new incentives in place, India is positioned as an attractive co-production partner, allowing studios to reduce costs while still delivering high-quality, globally appealing content.

Intellectual property (IP) creation is evolving rapidly. How does Toonz approach IP creation in today’s fast-paced environment?

IP creation today requires flexibility across platforms, a focus on audience engagement, and cultural relevance. We leverage data-driven insights to guide both content development and marketing, while exploring new revenue models like merchandising and subscriptions. This approach ensures our IPs remain dynamic and adaptable, keeping pace with changing audience preferences.

The recent Netflix Engagement Report highlighted the success of animated films like Mario, Minions, and Boss Baby, which have millions of viewers globally. What’s your take on this trend?

These figures are proof that animation is no longer just a niche medium—it has become a dominant form of storytelling that transcends age and culture. Technological advancements in AI and VR have made it possible to create deeply immersive experiences, connecting audiences on a personal and emotional level.

Technology has played a significant role in shaping Toonz’s growth. How has it impacted your work?

Technology has been transformative. Tools like motion capture, AI, and advanced animation software such as Maya and Toon Boom Harmony have enhanced the quality of our productions. They streamline processes and enable global collaboration, allowing us to bring in diverse talent and perspectives. This blend of technology and creativity continues to drive our innovation and ensures we remain at the forefront of the industry.