Arjav Vyas, an Indian filmmaker, is redefining tourism media in Africa through his innovative company, Merit Concept, based in Tanzania. Founded just five years ago, the company has become a leader in African tourism media, creating impactful content for the tourism boards of Zanzibar, Kenya, and Egypt. Recently, Merit Concept was honored as the “Media Production Company of the Year” at the Africa Prestige Awards—a remarkable achievement for such a young company.
Arjav’s journey to Tanzania began with his family’s move from Ahmedabad in the early 2000s. His parents, Jagat and Roshni Vyas, established Five Chutneys, a pure vegetarian restaurant in Arusha that has become a beloved local gem, currently ranking #2 on Tripadvisor. Their success and dedication served as an inspiration for Arjav, who ventured into the media industry with his own creative vision to highlight the beauty and culture of East Africa.
“My parents have always shown me what it means to build something with heart and dedication,” said Arjav. “Their journey with Five Chutneys taught me the value of creating a meaningful experience for others, which I strive to bring to my work at Merit Concept.”
Before founding his company, Arjav gained experience in Ahmedabad at Cineman Productions, which equipped him with the skills and storytelling finesse he brought to Tanzania, where Merit Concept quickly grew into a leading force in East African tourism media.
“Working with Cineman Productions was invaluable,” Arjav shares. “Under the guidance of Abhishek Jain and Mikhil Musale, I learned the nuances of storytelling and production. Being part of projects like Wrong Side Raju taught me the power of impactful narratives and sharpened my creative skills, which laid the foundation for what I’m doing today with Merit Concept”
Among Merit Concept’s acclaimed works are Greener Zanzibar and Discover Kenya, both of which have swept awards at major international film festivals. Greener Zanzibar, a vibrant tribute to Zanzibar’s natural beauty, won the Best Film on Nature/Environment/Wildlife at the New York International Cult Film Festival. With its breathtaking cinematography and immersive storytelling, the film emphasizes the importance of sustainable tourism for Zanzibar’s landscapes.
“We wanted Greener Zanzibar to be more than just a beautiful ad film,” Arjav says. “Our aim was to inspire viewers to appreciate these fragile environments, so it’s immensely rewarding to see that message resonate globally.”
The film continued its success with awards for Best Director at the International Gold Awards and Best Commercial/Promotional Video at the Hollywood Best Indie Film Awards. Beyond the U.S., Greener Zanzibar also received Best Hospitality Film at the Finisterra Brazil Film Art & Tourism Festival and Best Original Cinematography at the Maverick International Film Festival.
Following the success of Greener Zanzibar, Merit Concept turned its focus to Kenya with Discover Kenya, a film that captivated global audiences with its striking depiction of Kenya’s wildlife and landscapes. The film won the Best Nature/Wildlife Film at the Cannes World Film Festival and Best Super Short Film at the New York Movie Awards, cementing Merit Concept’s reputation for high-impact storytelling.
“Through our visuals, we aim to do more than capture landscapes,” Arjav explained. “We want to tell the deeper story behind each destination—its people, heritage, and essence—so audiences truly connect with the places we showcase.”
Arjav’s achievements reflect the global impact that Indian-origin talent can make, bridging continents and cultures through creativity and dedication.
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