iWorld
GUEST COLUMN: six trends the Indian animation industry is witnessing in 2022
Mumbai: The Indian animation industry has witnessed a considerable amount of growth in the past couple of years. As the pandemic forced people to stay at home, this increased the need for new content and the animation industry stepped up and delivered some amazing content. According to a report published by FICCI, India’s animation industry has grown by 24 per cent and is expected to reach Rs 180 billion in two years’ time.
Apart from the lockdown, the positive growth pattern can be attributed to the exponential penetration of the internet which allowed people to seamlessly view content on various streaming platforms. Though this is a positive sign for the industry, the high demand for engaging and quality visual experience means animation studios have to constantly strive for fresh ideas and trends that they can showcase to their audience.
Here are the six emerging trends in the animation industry:
Use of restricted color palette: Animators in recent times have started using only a few primary colors instead of a large palette of colors. This gives the animation a simple yet elegant look which is appealing. Though it is challenging for the animator to use a restricted color palate the final outcome often shines out and makes the entire process worthwhile. The use of such a color palette is an extremely popular illustration style on digital platforms.
Simple characters: Schematic and cubical characters will be one of the 2D animation trends. Creating these characters will be easier and will be more attractive than realistic ones for kids. But for Indian viewers, we should add a dress codes related to Indian states.
Use of 3D animations: 3D animation helps to add realism to any animation. The more complex a 3D animation becomes, the more it aims for simplicity in shapes and colors. In 2022 the 3D trend is focused on round shapes with vivid contrasting colors. The end result is beautiful to look at, is creative and provides a sense of nostalgia for many as it is reminiscent of the 2D animations.
Merging of 2D and 3D styles: Using both 2D and 3D animations is one of the most in-demand animation trends that has witnessed a comeback. Animators are using a mix of 2D and 3D styles to create hybrid types of animation videos that are well received and liked by viewers. The best example of using such kind of animation is by incorporating both styles and also inserting 2D over layers containing movements. This technique is used in both small-scale as well as large projects.
Use of virtual reality in animation: With the advent of high-speed internet, technologies like AR and VR are in high demand and have evolved into a major tool to create quality animations. This produces more realistic animations that are loved by both children and adults. It can be used in educational programmes and the media all around the world.
Outline animation: Modern and fun
Outline animation is a style that provides innumerable possibilities. From classy animations to creating fun and goofy, outline animations is the go-to style for many animators. The biggest factor for the popularity of outline animation is that it is simple with endless possibilities. This allows for imaginations to go wild. Outline animation has become a trend as it allows animators to create a diverse range of styles.
To sum it up, 2022 is a year of incorporating new beginnings and focusing on the positive aspects of the past. The animation industry is also witnessing such trends. Some old ideas have come again and some new trends have taken center stage. With such exciting things happening in the industry, India is not far behind the global animation industry.
(About Author: Hansa Mondal is the COO of Ssoftoons)
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
