Craft Damn Good Stories

Built in Arusha. Proven Worldwide.

Merit Concept opened in Arusha in 2020, bringing together a team of photographers, videographers, post-production artists and designers under one roof. Arjav Vyas, our founder, entered the creative and advertising industry in 2016, with early projects in India before making East Africa home. At the foot of Kilimanjaro we had front-row access to the region's hospitality industry, and we used it. Today we produce work for tourism boards, safari operators, luxury lodges and corporates. Zanzibar, Kenya, Egypt, Tanzania. The films have won 20+ international festival awards, and since 2022 we have been the official media partner of Karibu Kilifair, East Africa's premier tourism expo. We're selective. We work with people who care about their brand as much as we care about the craft. No shortcuts, no generic templates.