EFX Magic

EFX Magic is a visual effects and immersive technologies studio serving feature films, episodic television, streaming productions and advertising. Based in Chennai, it operates within the Prasad Group's film and media businesses, with backing from Prasad Corporation. Historically known as Prasad EFX, the modern EFX brand was formalized in 2008; its current operating legal entity was incorporated in 2022.

The studio's production work spans Indian and international projects, drawing on its presence in South Indian cinema and the Hindi film industry. Its visual effects credits include RRR, K.G.F: Chapter 2, Mersal, Baahubali: The Beginning and Magadheera. The supplied portfolio also includes effects and digital post-production work on earlier films such as Krrish and Rang De Basanti, reflecting the business's history within Prasad's post-production operations.

Visual effects and production support

EFX Magic provides work across the visual effects pipeline, from preparation and tracking through digital environments and final compositing. Its capabilities include rotoscoping, clean plate generation, digital paint, wire and rig removal, matchmoving, chroma keying and cosmetic retouching. It also creates photorealistic 3D environments and matte paintings, alongside 2D and 3D animation, concept art and pre-visualization.

Production support extends beyond individual shots to on-set technical and creative supervision, digital asset integration and pipeline consultation. The studio serves domestic productions as well as international clients, with North American client relations and production liaison supporting its India-based creative and technical teams.

Immersive and real-time work

Alongside conventional visual effects, EFX Magic develops virtual reality experiences and interactive software. Its real-time work uses Unreal Engine for virtual production support, pre-visualization and interactive environments. The studio developed Area 51, a commercial VR experience centre at the Prasads complex in Hyderabad, connecting its digital production capabilities with location-based entertainment.

This combination of film effects, animation, production supervision and immersive development allows the studio to work across screen-based storytelling and interactive experiences.