Paatupetti is an initiative that creates music videos to showcase talented local singers.

Paatupetti was launched because we noticed that our community wasn't giving enough recognition to these singers. Our goal is to help people reconnect with their roots by sharing nostalgic songs and appreciating the amazing talent in our own backyard.

The word "Paatupetti" means "radio" in an older version of the Malayalam language. The logo invokes the image of a radio, with an antenna and a rounded rectangular font.

The art direction of the project was focused on bringing back feelings of nostalgia. We made sure to emphasize this in various ways. The title sequence was designed to resemble an old movie. Additionally, all of the videos were filmed in black and white, and we specifically chose locations such as college classrooms and verandas, which evoke a sense of nostalgia for many people.

In order to make the viewers feel a real connection with the talent, we shot the footage up close and personal, capturing their passion as they sang. This added authenticity to the performances, and ultimately helped the audience to fully support the talented individuals. The thumbnails, social media creatives, or any other materials always keeps the talent in front and center.