By: Andrew White
Arjav Vyas has become a pioneering force in African tourism media with his company, Merit Concept, based in Tanzania. Known for visually striking, high-impact commercials and ad films, Arjav has transformed how African tourism destinations are showcased, crafting content that resonates with local and global audiences. In just five years, Merit Concept has partnered with tourism boards across Zanzibar, Kenya, and Egypt and was recently recognized as “Media Production Company of the Year” at the Africa Prestige Awards.
A Foundation in Quality Storytelling
Before establishing Merit Concept, Arjav honed his storytelling skills, working on various commercial projects and gaining insights that would fuel his vision. In 2015-2016, he contributed to multiple advertisements. He was part of the production team for Wrong Side Raju, a National Award-winning Gujarati film, which shaped his approach to impactful visual narratives.
“Creating compelling stories is about capturing the essence of a place or a moment,” Arjav shares. “My experience in those early projects taught me that every frame has a purpose, a lesson that I carry into every project at Merit Concept.”
Building a Vision for Tourism Media in Africa
Merit Concept’s mission is to deliver captivating commercials and ad films that bring East Africa’s tourism experiences to life. Guided by core values of integrity, involvement, and innovation, Merit Concept aims to inspire audiences worldwide to explore East Africa’s beauty and diversity.
“We’re not just showcasing destinations; we’re telling the stories of Africa’s treasured locations,” says Arjav. “Our ads aim to engage viewers deeply, celebrating Africa’s appeal in a fresh and engaging way.”
Award-Winning Content with Global Appeal
Among Merit Concept’s most celebrated projects are Greener Zanzibar and Discover Kenya, two acclaimed ad films that highlight Africa’s charm and have received multiple international awards.
Greener Zanzibar: A Glimpse into Zanzibar’s Beauty
Greener Zanzibar is a vibrant film that showcases Zanzibar’s landscapes and cultural richness. It has won Best Film on Nature/Environment/Wildlife at the New York International Cult Film Festival and Best Director at the International Gold Awards. The ad’s powerful visuals inspire viewers to see Zanzibar for themselves.
“With Greener Zanzibar, we aimed to create a feeling that draws people toward the destination,” Arjav explains. “The awards and response show that audiences truly feel the connection we’re trying to build.”
Discover Kenya: Highlighting Kenya’s Wildlife and Scenic Wonder
Discover Kenya celebrates Kenya’s awe-inspiring wildlife and landscapes in a concise, captivating narrative. The film has won awards such as Best Nature/Wildlife Film at the Cannes World Film Festival and Best Super Short Film at the New York Movie Awards, positioning Merit Concept as a leader in tourism storytelling.
“We aimed for Discover Kenya to make a lasting impression on viewers,” Arjav shares. “Every moment in the film is crafted to showcase Kenya’s beauty, and the international recognition is incredibly gratifying.”
Shaping a New Era of Tourism Media
Merit Concept redefines tourism media by creating stunning visuals and compelling narratives that inspire audiences worldwide. Arjav’s vision for the company is to work alongside the world’s bravest brands and continue producing innovative content that celebrates enchanting destinations.
“Our journey is only beginning, and I’m excited to keep sharing the beauty of Africa with the world,” says Arjav. “Each project is an opportunity to showcase Africa’s charm in a way that captivates and connects.”
Through powerful storytelling and captivating visuals, Arjav Vyas and Merit Concept are redefining African tourism media, capturing the essence of Africa’s iconic destinations, one ad film at a time.
Published by: Khy Talara
