Utkala Desa is a set of four, short promotional films (to be played in the Utkalika emporiums in the country) about indigenous crafts of Orissa such as dhokra, silver filigree, pattachitra and stone carving. The films throw light on the interesting processes in the making of the crafts, and observe some interesting patterns.

I held several meetings with the officials of the Directorate of Handicrafts and Cottage Industries to understand first hand the need for the films. The viewer would be offered an interesting mix of history and culture linked to the different crafts. To get a feel of the crafts, and more importantly, of the places where they are practised, I visited Orissa and did an extensive on-ground research that involved talking to various master craftsmen, experts and customers.

Utkalika emporiums, across the country, showcase, promote and sell the indigenous crafts of the state, contributing to the betterment of craftspersons and development of the rural economy. Visitors at the emporium are mainly tourists - both foreign and domestic— and include middle and upper middle class people from all groups. The expected visibility of the films is very high as they will be seen by a wide cross-section of people, creating a vast number of informed customers.

The films turned out to be competent in offering all the challenges that a ‘client project’ inherently has. The films helped me confront certain doubts that I had of whether films could be an effectual tool in any sort of design intervention.