Yellow Filter Productions, under the leadership of its Founder & Producer, Nachiket Desai , has made a name for itself as a hub of original concepts, aggressive storytelling, and high-level production. At a time when attention spans are shorter than ever before and brand confusion is higher than ever before, storytelling has emerged as the foundation of effective marketing. But it’s not simply a matter of telling a story-it’s about making it tangible, memorable, and emotionally sticky. Yellow Filter Productions’ new campaign for Vital Space, “Aaj Kitne Chakkar Lagaye?”, is a bold instance of how innovative storytelling, intelligent partnerships, and new approaches can reshape communication in an industry as competitive as real estate.

The Client & The Vision: 

Vital Space, one of Ahmedabad’s top channel partners in real estate, has consistently made a name for itself as a brand that is professional and yet accessible. With their newly designed website portal set to go live, they needed to do more than make an announcement campaign – they needed to resonate. This wasn’t simply about highlighting properties. It was about re-aligning their brand position in such a manner that people would recall.

The task fell on Yellow Filter Productions, who were entrusted to develop the second official brand campaign. After the highly-buzzed “Chakkar ke Chakkar mein mat pado”. The sequel – or so to say, a creative “prequel”—had to be bigger, newer, yet plain enough to connect with people across touch-points.

The Creative Challenge:

Season one of “Chakkar ke Chakkar” had already left a mark. The new campaign, therefore, had the dual challenge of living up to its predecessor while also carving its own unique identity. Simplicity, as Yellow Filter quickly realised, was the toughest nut to crack.

The team spent nearly six weeks brainstorming, presenting more than 20 different ideas before finally arriving at the right narratives. This was not just about a creative decision. It was about finding the essence of communication that could cut through noise, yet remain playful and rooted in local flavour.

Immense faith from Vital Space’s founder, Vijay Dudhat, combined with strategic support from Parth Pandya of Sleek Communications (the digital and design agency for Vital Space), gave Yellow Filter the confidence to experiment. What finally emerged was a campaign that was entertaining, musical, and refreshingly relatable.

The Execution: Music Meets Real Estate: 

The final creative route chosen was musical storytelling – a jingle-driven campaign that would engage audiences across mediums. Instead of positioning the campaign as a sequel, Yellow Filter reframed it as a prequel. They weaved humour and curiosity around the relatable question: “Aaj Kitne Chakkar Lagaye?”

The execution was brought to life by an ensemble of creative powerhouses:

• Director Mikhil Musale, acclaimed filmmaker behind Wrong Side Raju and Made in China, took the reins.
• Music Composer Harsh Upadhyay, known for Son of Sardar 2, infused energy with a catchy, memorable tune.
• Pranay Pachauri, popular for TVF’s Very Parivarik, Shershah, and Metro-2, became the campaign’s face, ensuring strong digital relatability.
• Yellow Filter’s in-house talents Priyam Desai (Associate Director) and Utsav Jani (Executive Producer) spearhead scripting, production, and post-production with precision.

Watch the Campaign Films Here:

• Film 1: Presenting Chakkar Ke Chakkar Mein Mat Pado | Vitalspace | Exclusive Property Deals

Film 2: Chakkar ke Chakkar Me Mat Pado | Vital Space | Best Property Deals

The result? Two lively films backed by a jingle, supported by hoardings, radio activations, and a robust digital push.

The Campaign Rollout:

The multi-platform execution ensured that the campaign wasn’t just seen, but heard, noticed, and remembered.

• Outdoor Visibility: 65 hoardings strategically placed across Ahmedabad ensured widespread awareness. 

• Radio Buzz: The jingle gained traction on leading FM channels like Radio Mirchi, Radio City, and Love FM, creating a sonic recall value for the brand.
• Digital Momentum: Within the first week itself, the two films garnered over 200K views collectively, signalling strong audience reception.
• Website Traffic: The campaign was designed to nudge audiences towards exploring Vital Space’s revamped portal – and early signs suggest it’s working.

Why This Campaign Stands Out:

Several factors make “Aaj Kitne Chakkar Lagaye?” More than just another real estate advertisement:

1. Relatability: By framing the idea around everyday “chakkars”, the campaign tapped into a cultural quirk that immediately resonates with people.
2. Simplicity Done Right: Achieving simplicity without losing creativity is rare, and Yellow Filter pulled it off with finesse.
3. Collaborative Brilliance: The blend of industry veterans (like Musale and Upadhyay) with rising stars and in-house talent ensured a balance of experience and freshness.
4. Integrated Approach: With hoardings, films, radio, and digital working in sync, the campaign created a 360° brand experience.

Lessons for Brands and Marketers:

Every great campaign leaves behind lessons, and “Aaj Kitne Chakkar Lagaye?” Is no exception.

Storytelling > Selling

In today’s noisy digital landscape, people don’t want to be “sold to” — they want to be entertained, informed, or emotionally engaged. The “Aaj Kitne Chakkar Lgaye?” The campaign understood this well. Instead of showing floor plans, square footage, or price points, it built a quirky and relatable narrative around the idea of endless “chakkars” people take while searching for the right property.

This shift from hard selling to soft storytelling made the brand more human and approachable. The humour and music created curiosity, while the cultural context made audiences feel like the campaign was speaking directly to them. By sparking conversations and embedding the brand into everyday life moments, Vital Space positioned itself not just as a real estate portal but as a friendly guide who understands the buyer’s struggles.

For marketers, this highlights a bigger truth:

• Products are forgotten, stories are remembered.
• A compelling story doesn’t just grab attention; it builds trust and long-term recall.
• When a campaign resonates with human emotions, it naturally drives audiences toward the brand — without the pressure of an aggressive sales pitch.

Ultimately, storytelling lays the foundation for deeper brand relationships, and sales follow as a natural outcome.  

For more such impactful campaign stories like Yellow Filter’s ‘Aaj Kitne Chakkar Lagaye?’, explore Gujpreneur, where we continue to showcase such inspiring journeys that shape the future of business.