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Mr. Chintamani!

Chances are that you have heard of the man. Chintamani, ad-film model and brand ambassador for ICICI Prudential Life Insurance. But, unlike your average model he doesn't throw any tantrums or storm out of the set. He is a model of professionalism.

Or maybe that is because Chintamani is made out of clay and is just seven inches tall.

Welcome to the world of clay animation, which (not very creatively) is called Claymation. Chintamani might be the latest star, but he shares his living quarters at Famous House of Animation at Famous Studios in Mumbai with his friends who have featured in adverts for Amaron Batteries and Brooke Bond Taaza and in vignettes for MTV and Channel V.

However, it was only six years ago that Claymation landed in India, so the work done here, despite winning plaudits for its quality, has some way to go before it can catch up. The new Hutch TV ad featuring a Claymation family was made in New York, for example.

But while Claymation stars may not throw any tantrums, they lend themselves to rather slow work, as every single frame has to be individually shot. And biology teaches us that the human eye can resolve 24 frames a second. This means that a simple 30-second advert requires over 720 individual shots. Little wonder then that it took over five weeks to shoot the first Amaron commercial.

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