As Atithi’s founding creative partners, we connect film, identity, publishing and an evolving cultural world.
We are part of Atithi’s founding and partner team, building the brand around food, identity and belonging. That ongoing work spans its visual world, documentary direction and production, release strategy, social content and website. Secrets of the South became the first season: a main film and eight companion episodes. The story continues through Field Notes, a digital magazine and new experiences, with each part growing from the same question of what it means to be a guest.
- Ongoing retainer
- 28 members
- India & United States
A world for the lifelong guest.
// questions about atithi
Alchemist Inc. is part of Atithi’s founding and partner team through an ongoing retainer. The work connects brand development with documentary storytelling, release planning, social content, publishing and the digital experiences that continue to grow around the project.
Atithi approaches food, identity and belonging through the perspective of a guest. Led by Jaskrit Bhalla, its storytelling makes space for listening, encounters and lived experience, with food offering a way to connect across places and cultures.
Secrets of the South is Atithi’s first season, centred on a main documentary film with eight companion episodes. The shorter chapters return to particular people, places and ideas from the South Indian journey, allowing individual encounters more room to unfold.
Within the founding partnership, Alchemist shaped the narrative and creative direction and worked with commissioned production specialists on filming. The case study covers authorship and production coordination as well as the identity, launch and digital work around the film.
The visual language carried into social content, launch material, the website and editorial formats such as Field Notes. Motifs, image direction and illustrated pieces kept these different expressions connected while allowing each format to tell its own part of the story.
A Delhi screening and showcase table gave the project a physical setting before the wider release. The film introduced the journey, while the shared meal, conversation and spatial treatment let guests experience Atithi’s interest in gathering and belonging.
The Season 1 and episodic release reached more than 30 million people over 60 days. That figure covers the release itself; wider social impressions and video views sit outside it and use different measures.
The website brought episodes, editorial pages and the 100-page virtual magazine into one place. Field Notes and invitations to future experiences extended the work beyond viewing a film, giving the audience different ways to read, return and stay connected.
