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Reserve, down to earth, deep
rooted in traditions,
 could
well define Sukhwinder Singh Sekhon. He could
have continued as a corporate honcho and an IIT
professional, but, an inner in-explained urge to give
back to society through his work made him tap on the
animation industry. A thorough study of sikh culture and
heritage gave birth to ‘Vismaad Mediatech’, the creator
of first Punjabi animated films.
Bhawna Malik from Cable Quest
un-ravels the transformation.
CQ : Inspiration behind Animation?
Sekhon : The advent of electronic media has
adversely affected the young minds. They are completely
cut off from history and cultural roots. Sikh community
is worst affected. Owning a distinct identity through
our Ten Gurus is no longer our inspiration, rather we
prefer to merge in the crowds. Youth today are giving up
sikh appearance. With this thought we embarked on the
animation journey. The obvious focus was to make kids as
well as adults aware of the rich cultural heritage.
CQ : Your first Animation
project?
Sekhon : We started with movie ‘Sahibzadey’
in 2004. The story revolved around sons of Guru Gobind
Singh, the tenth Guru. The response was tremendous, as
Sikhs identified with the story. Then came ‘Rise of
Khalsa’ and ‘Sundri, the Brave Kaur’.
CQ : Why only religious theme?
Sekhon : Our main objective was to revive our
culture and Animation, indeed, is a powerful and
effective medium. Society gives us a lot, we should also
pay back.
CQ : Your Future Projects?
Sekhon : Currently we are into post
production of our 4th animation film based on the life
of ‘Bhai Taru Singh’, a highly revered martyr of sikh
history. The movie would be released in September
overseas. Next project focuses on teaching kids their
native language in a fun way.
CQ : Your Marketing Strategy?
Sekhon : Our marketing relies on our own
efforts. We sell our home videos online and also sell
them directly at Gurudwaras and community events. We
approach established sales channels of video stores,
grocery stores in North America and Europe. Sikh
Diaspora also chips in.
CQ : Future of Indian Animation
Industry?
Sekhon : Indian Animation Industry has a
great future. But, we need to be at par with global
standards. Animation Industry flourished in Japan and
Korea due to the strong indigenous and local content.
India, still follows an out-source model. Excepting
Hanuman 1, no other local animation content could be
called a success. Both the Government and the Industry
must work in unison. Industry on its part must strive
for quality production as regards the local contents and
the government must reciprocate through incentives.
CQ : Future of Animation
Gaming.
Sekhon : Animation Gaming industry today
stands at $36 billion. Its growth has been remarkably
visible, for it has even surpassed the Film and
Entertainment Industry as far as value is concerned.
With large number of youth brigade, India can emerge as
a world power in the gaming sector. But, PC and Internet
penetration has to match the global standards. Gaming
today is majorly online and its success is directly
proportional to available bandwidth to users.
Ironically, the western countries use 250 mbs broadband
and India still at its infancy is using 512 KBS.
CQ : Is there a lack of skilled
manpower?
Sekhon : We lack in quality as well as the
numbers the industry demands. Animation Institutes
mushrooming day in and day out are just money minting
machines. The Faculty also lacks dedi-cation. Institutes
must have their placement cell to help students find
suitable jobs.
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