ABOUT

Our Story

Since inception in 2017, we have been part of

1
Guinness Record
4
Features Films
3
Talk Shows
10+
Film Festivals
20+
Short Films
40+
Brand Identities
100+
Corporate Films
10+
Astu Originals

 

However, the number one recommendation we give all our clients when it comes to storytelling is that it’s all about the emotions and human connect. So if you’re the kind that likes reading, here’re the emotional deets – why we do what we do.

The Origins

Sometimes, there’s a sudden clarity in terms of how much love we have for what we do, and we just know for sure what we do not want to do. At the same time, there’s no surety of what the future holds. But the show must go on. Life.. must go on.

 

One just knows the leap has to be taken, the faith has to be kept. What is, is, and what will be, will be. That is Astu – literally meaning ‘So be it’.

Stories have the power to move the world. We just love it when we make a film and the audience’s life is touched for those moments when they’re watching it. We can never get over how a logo we design makes an entrepreneur fall in love even more with what they do, and turn up to work every day because they want to live up to their new found love for their own brand. These are so intangible. But we are thoroughly convinced that if there is ever a way we can make ourselves useful to the society, it is by slowly but surely making people fall in love with their own stories – so they can discover the same joy we rediscover every day – that of truly, madly, deeply being in love with one’s own work, and knowing why. The why’s are very important.

The Brand

and the 11:11 connection

This is best explained in Surya’s own words -

"I had put together the concentric circles initially for want of a personal brand - so in simple terms, it is a design representation of my own name - Surya - but even if my name was anything else, the Sun - our primary source of energy and light - wasn’t a bad metaphor at all to have as a logo.

The day I quit my job was followed by a few days of uncertainty. And one late evening, this thought just rang in my head continuously and intuitively - ‘What will be, will be - So be it’. The word Astu came to me, and I immediately knew - this was the direction I would focus my energies on going forward. Call it coincidence, it was 11:11 PM.

Seeing this patterned number was not a first, and by no means has it been the last.

I have read about its numerological and spiritual significance a bit but, truth be told, I have no clue if I am progressing spiritually or not. However, simply because of its incessant appearance around me, I also developed a certain fondness to it. I thought, why not represent this in the logo. Thus, I decided the circles will be eleven in number.

Playing on the core philosophy of life and story telling - ‘The show must go on’ - the lines that trail off are angled in a way that if there is to be a twelfth circle on the inside, it had to be identical to the outermost circle - and likewise if there is to be a twelfth circle on the outside, it would be identical to the innermost one. Thus, basically the logo forms exactly one instance of a loop. Repeating the circles will make a seamless loop - the show will go on!"

Glimpses

Past Showreels

We have been very busy with a feature film since 2020 and cannot wait to bring it to you as the latest version of our showreel!