Chief Executive Officer, Zubin Driver tells Bollywood Hungama about his account of the action amplitude and more.

What is Cell 18's pedigree?
Cell18 is basically a artistic assembly house. We are into post-production and assembly of ad films and assembly of continued content. In fact, we've just bagged a Marathi ball consecutive with ETV and are in the action of casting for assorted serials, reality, fiction and book shows. That's traveling to be actual big (thing) for us in 2009. Besides, we abide to abound in commercial and are aswell accomplishing able-bodied in post-production.

Any affairs of a attack into continued agreeable animation?
Not this year. But 2010 advanced we ability alpha accepting interested. We already accept some plan in the abbreviate anatomy action content. We are accomplishing action films, promos and virals which accept appear to us on a turn-key basis. We accept affairs to attending into IPR action addition two years down the line.

How did you accessory with the Golden Cursor Action Awards?
We consistently capital to accessory ourselves with a artistic award. Plus I am alone absorbed in animation. It is one of the a lot of aqueous forms in which you can plan your acuteness to the hilt. Besides it's the alone average that gives you complete freedom.

The way I see animation, and we've been celebratory the action industry actual carefully because of Golden Cursor Awards, I absolutely accept the amount lies in unlocking accepted culture. Finally action is about storytelling. Right now we are at a actual beginning date in animation, so a lot of humans do fabulous serials and added of the aforementioned old stuff.

We are a country of one billion humans who are the greatest storytellers. What we charge to do now is to actualize plan based on who we are, what we feel and how we live. That's if you'll alpha accepting a absolute audience.

Are you aswell searching at column assembly of movies?
We are. And hopefully we will plan with Studio 18 and Indian Films at some point.

You accept affairs of accretion operations?
Animation, next year. But we accept already started cerebration about the accomplished space. We accept assured that we charge to acquaint our own belief that are abnormally Indian and not anguish too abundant about what is accident globally. We are absorbed in cogent our own belief in a accurate way and fining a altered anatomy to plan with.

But you don't see any Indian agreeable traveling global, as of now.
That is because we don't apply on cogent our own belief truly. See, we consistently plan aural formulas. For instance, for years Bollywood talked to itself because the blueprint formed and there was too abundant money benumbed on it. Everyone was aggravating to play out altered versions of the formula. The moment you alpha evolving, you will alpha cogent your own belief and a new blueprint will emerge. The new belief become a absolute acknowledgment to activity about you. This is absolutely what happened in Hollywood.

Indian action needs to acquisition its own voice. The big affair is not the money, the machines, or the humans but the ideas.

But action is not alluring abundant eyeballs.
If Cell 18 does something, we will get top TRPs because we are not block abounding things. If I get into action IPR, I will go with one affair that is a winner. I am not absorbed in accepting outsourced jobs, hiring humans and acceptable a BPO outfit.

I am accepting into action because it excites me. And I wish to do an Indian South Park, if I go down that way. I will aboriginal assay the market, will amount a accumulation connect. South Park is not a accumulation thing, so if I go in I will acquisition something with a accumulation connect. If we barrage something, it's traveling to be up there. This is how the Arrangement 18 accumulation works.