Press Release: 09. July 2009

Ocher Studios Selects HP StorageWorks Technology

India, July 8, 2009 – HP today announced that Ocher Studios, an India-based visual effects company, has deployed HP StorageWorks MSA storage disk arrays to enhance production processes of animated films and minimize service interruption.


Ocher Studios uses the HP StorageWorks 2000fc Modular Smart Array (MSA2000fc) to simplify the process of managing high-end digital content. The MSA disk array helps Ocher move to an environment that uses 2K digital, a high-resolution digital video format that provides twice the resolution quality of high-definition television. This format, with a 2,048 × 1,080 resolution, generates enormous amounts of data compared to traditional HD formats that feature a resolution of 1,920 x 1,080. The MSA2000fc ensures the production team can easily store and retrieve these large data files.


The animation industry in India is estimated to reach USD$1.163 billion by 2012.(1) Ocher is the first visual effects post-production studio in India to produce feature-length three-dimensional (3-D) films in the 2K digital format. The HP MSA2000fc array enables Ocher to directly maintain the high-resolution quality essential for the 3-D film industry. As a result, the 3-D effects of Ocher’s debut animated film "Sultan the Warrior," starring Shri Rajinikanth, is being developed and managed in-house.

"Our team is determined to create the next generation of digital animated films and for this we needed a storage solution that would grow as our requirements changed," said Ms. Soundarya Rajinikanth, managing director, Ocher Studios. "We are delighted to work with HP. Their unparalleled technology experience and resources will help us to achieve our business goals. The HP MSA2000fc array has made storing and retrieving data effortless by streamlining the post-production process so we can meet the creative needs of filmmakers as well as today’s competitive image quality demands."

The MSA2000fc high-performance storage array is ideal for small and midsize businesses with data-intensive workloads as it is an affordable solution that meets high availability and scalability needs.

"Customers demand cost-effective, scalable storage systems that can easily meet their changing requirements," said Prakash Krishnamoorthy, Country Manager, HP StorageWorks Division, Technology Solutions Group, HP India. "The HP MSA2000fc disk arrays are ideal for customers that require both high availability and scalability."


The MSA2000fc helps customers lower costs and improve infrastructure availability by:

  • Providing high-performance and affordable shared storage or storage area network (SAN) solutions with the choice of Fibre Channel, iSCSI or SAS connections.
  • Offering increased capacity with smaller storage configurations that scale as storage needs grow.
  • Providing improved data management and protection with integrated, reliable server and storage solutions.

Ravi Kumar, chief technology officer of Ocher Studios, said, "HP understands the needs of our industry and the kind of relationships we want with our technology partners." Vimal S, Manager IT, Ocher Studios added, "The key reasons we selected HP MSA were its fast, high-availability capabilities that allow rapid access to content and its scalability that will grow with our needs."


Ocher also deployed HP ProCurve 10GigE Networking core switch and 8Gb/s FC switches, HP ProLiant DL380 G5 servers and HP Workstations.

More information on the HP StorageWorks 2000fc Modular Smart Array is available at www.hp.com/go/msa2000fc.


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(1)Source: NASSCOM Animation and Gaming report, November 2008.


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Aravind Vasudevan
HP India
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aravind.vasudevan@hp.com
Shivaram Lakshminarayan
Genesis Burson-Maresteller for HP
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