Pixelab and Warehouse 47: Anant Roongta shares his vision for the future of storytelling

As the third-generation torchbearer, Anant Roongta has had a ring-side view of the shifting landscape of film production and media. His grandfather, JB Roongta, founded Famous Studios in Mumbai back in 1946, making it the first air-conditioned film studio in pre-independent India. Over the decades, the studio earned accolades from industry pioneers like Dadasaheb Phalke and the Indian Motion Picture Association, as it became a cornerstone for the Indian film industry, especially during its transition from black-and-white films to Technicolor.

Fast forward to the 1990s, Anant's father, Arun Roongta, took the baton and expanded Famous Studios into international-grade animation and sound recording. Collaborating with global giants like Arri, Autodesk, and DaVinci, he modernised the production and post-production processes, setting new benchmarks for the Indian media and entertainment (M&E) industry.

Today, under Anant's leadership as managing director, Famous Studios is pushing the envelope by offering services like virtual production and visual engineering. In 2021, he launched Warehouse 47, an initiative designed to nurture the next wave of storytellers by providing top-tier production facilities.

Speaking to Campaign about his vision, Anant explained, “The decision to launch Warehouse 47 was a calculated one. Since the onset of COVID-19, Famous Studios has worked to build a strong infrastructure that combines creativity with technology. Many content creators face challenges at various stages of content creation due to a lack of suitable collaborative partners. Our mission is to eliminate these obstacles and bring their ideas to life through our turnkey offerings.”

As part of this vision, he introduced Pixelab two months ago in partnership with Green Rain Studios. Located in Mumbai, the facility caters to brands, ad agencies, and content creators who are eager to integrate advanced technology into their narratives.

Pixelab empowers creators and brands to keep pace with the ever-evolving world of media and entertainment.

Stepping into Pixelab is like entering a playground of digital marvels. Dynamic strobe lights and motion sensors create an immersive environment, while LED walls light up the space with vivid colours. Equipped with robotic arms, green screen setups, and interactive 3D projections, it merges the physical and digital worlds. Here, creators can experiment with generative AI, augmented reality (AR), virtual reality (VR), and extended reality (XR) technologies.

Warehouse 47 and Pixelab aren’t just tech-savvy spaces; they represent a holistic approach to creative solutions. Anant is confident that these facilities are the first in India to offer a full spectrum of services, from creative and conceptualisation to technology integration, production, post-production, and multi-format content creation. As he puts it, the objective is simple: to provide end-to-end solutions that are cost-effective and delivered quickly.

“Our definition of content creators is not just influencers, but any individual or institution that chooses to showcase storytelling through the audio-visual or live events route,” Anant elaborated. “Historically, our legacy business has been involved in creating and processing content for brands and agencies across industries.”

While larger studios may have the resources to set up in-house production facilities, Anant emphasises the value of specialised spaces like Warehouse 47. For smaller creators, the investment and the need to build efficient teams can be a significant barrier. Warehouse 47 breaks down these barriers by providing access to cutting-edge technology, from AI and AR to gamification and holograms, which enhances the quality of their output.

“Pixelab was established to merge traditional storytelling with innovative tech solutions. By offering a physical space, we invite creators to experience firsthand how these technologies can elevate their brand identity and create memorable consumer experiences,” Anant explained. “Education and practical demonstrations are the most effective ways for clients to embrace next-generation tech.”

The future of advertising is all about storytelling and building authentic connections, rather than just selling products. Anant believes that by integrating CGI and VFX with AI, brands can rewrite the rules of engagement and make a lasting impact. Pixelab is positioned to empower content creators to fuse creativity and innovation, transforming the advertising landscape, especially on social media platforms.

Reflecting on the past two years, Anant shared his insights on the evolving media space. “As we change guards in leadership and open the doors to new talent and technology, our teams are now delivering content for various platforms, including social media. Brands are looking to use the same content, localise and version it for various platforms,” he noted.

Warehouse 47 currently operates with a dual revenue model: its B2B offerings serve brands and ad agencies, while the B2C stream focuses on its intellectual property, which includes immersive storytelling, high-energy nightlife, and unique dining experiences. The venture is also committed to building a community of cohorts and incubators to support the next generation of M&E professionals.

In recent months, the company 47 has leveraged advanced tools like LED volumetric projection mapping, photogrammetry, virtual environments, and advanced motion graphics for product shoots. Their work has garnered acclaim, with projects for clients like Puma, Unilever, and BMW receiving awards.

“We recently worked closely with the RR Kabel group to launch their new EV motorcycle and collaborated with HDFC Bank on their latest credit card launch,” Anant revealed. “We continue to work closely with major agencies like the WPP group and Rediffusion.”