parnika malik
parnika malik


Brief
To propose interventions to further Araku’s essence and empower the community through a participatory and primary in person approach.
Client
Araku Coffee
Location
Araku Valley, Andhra Pradesh
Role
Cinematographer
Year
2022
This film represents the beauty of Araku Valley. It has been looked from the lens of Ecology (Behavioural Ecology) refers to understanding the behaviours, adaptations and the reasons behind the behaviours of living organisms.
"Connection" conveys the bond in the living organisms with their environment. This film focuses on the cultural, social and environmental aspects of the brand, especially the back story and hard work behind this brand. The simplicity, the culture, the love, the bond, the flow makes the brand different.
A film that creates a visual experience for the customers to understand the origin and essence of the brand and the people of Araku to understand their value to the brand.