Chaiwala Pictures is a boutique film production house that believes in telling Indian stories the Indian way.
The person who coined the term 'production house' must be a genius.
It's very difficult for a production house to be fully functional from a corporate office. The real stories are conceived and developed where there is sukoon (peace).
This little corner in our house has seen so many stories come to life, and so much chai has been consumed.
Just scroll down to find out!
Durex
Durex - Quick Doosra
Durex - Obstructing the Field
Durex - Over Throw
Durex - Full Length
Campaign Breakdown – Durex D20 : Directed by Prasad W, Durex’s D20 campaign struck silver at the Goa Effies for campaign effectiveness. With over 10 million views online and a green light for TV, it wasn’t just a digital success—it became part of pop culture conversation during India’s most competitive advertising season: IPL. The challenge was to find space for intimacy during a time when cricket dominates screens and schedules. Durex, known for its no-filter boldness, needed a softer, funnier delivery. The idea? D20—a playful twist on T20 cricket, urging couples to take a 20-minute timeout for themselves. Not preachy. Not provocative. Just a nudge. The kind that gets shared in group chats and whispered about during ad breaks. Instead of going risqué, we leaned into humor. Situational setups, cheeky double meanings, and a pace that matched the IPL’s frenzy—all without crossing the line. It felt fresh. It felt smart. And more importantly, it felt like Durex without trying too hard. The result was a campaign that didn’t just sell a product—but sold a pause.
Nerolac
Nerolac - Disinfectant
Nerolac Disinfectant - Doorbell
Nerolac Disinfectant - Wall
Nerolac Disinfectant - Cusions
Campaign Breakdown – Nerolac Disinfectant Directed by Prasad, the campaign focused on the launch of Nerolac’s new disinfectant range—a category extension that required trust, clarity, and standout storytelling. The films needed to communicate efficacy, but also carry forward Nerolac’s polished brand image. The challenge was that the original cuts felt too safe—short, informative, and devoid of emotional or visual tension. Straddling product demos and light humor, they lacked a distinctive genre or any element of surprise. We needed to shift the films from functional to memorable, without losing the core message. So we built the world around the brand. Every frame was designed to reflect Nerolac’s identity—through curated colors, domestic motifs, and a soundscape that felt premium yet warm. The edit introduced rhythm and curiosity, making the storytelling more engaging. The result: a film that looked international but felt Indian. Clean, human, and quietly confident—just like the product it introduced.
Okinawa
Okinawa - Yeh 'E' Sahi Hai
Okinawa Scooter - Quick & Easy Charging
Okinawa - Mileage
Okinawa - Load Bearing Capacity
Campaign Breakdown – Okinawa EV Directed by Prasad and developed entirely in-house, the Okinawa campaign was the brand’s first big step into India’s evolving EV space. With a pan-India rollout across Hindi, Kannada, Malayalam, Telugu, and Tamil, the campaign didn’t just launch a product—it built a mindset. The positioning was clean, the tone approachable, and the results: widespread acceptance and strong early traction. The challenge? Speak to the everyday Indian two-wheeler buyer—the kind who’s loyal to petrol-powered scooters and skeptical about change. Okinawa needed to position its EV as both aspirational and familiar, while also introducing the brand itself to a market full of first impressions. This wasn’t just product marketing—it was category shaping. Our approach: drop the comparisons, start a conversation. After visiting Okinawa showrooms and riding the scooter, we realized something simple but powerful—it felt just like a regular ICE scooter, minus the fuel cost. So we built the campaign around that insight. No debates, no heavy tech talk—just a friendly nudge: “Same scooter. No petrol.” The message hit home. It made EVs feel accessible, and Okinawa feel like a brand that gets it—practical, forward-thinking, and made for India.
Westside
Westside - Hello Mumbai
Westside - New Collection
Campaign Breakdown – Westside Directed by Prasad and developed fully in-house, this digital campaign was created to re-launch Westside’s iconic flagship store in South Bombay. The goal wasn’t just to announce a reopening—it was to reignite curiosity, restore loyalty, and drive footfall. The result? A stylish, cinematic invitation that pulled the right kind of attention—and people. The challenge was rooted in reconnection. Westside, a premium retail brand under TATA-Trent, had undergone a store revamp. But post-pandemic shopping patterns and disrupted routines meant that even loyal customers needed a new reason to come back. The task: turn a physical makeover into a digital moment that felt exciting, current, and worth stepping out for. Our solution was a POV-style time-lapse film. We created an imagined protagonist who arrives in Bombay, soaks in the city’s energy, and navigates toward a Westside store still under construction. Through his eyes, we watched the store take shape—racks filling, walls transforming, fashion arriving in real-time. The visual style was immersive, breezy, and distinctly Bombay. It didn’t just announce a launch—it created a vibe that spread across timelines, feeds, and eventually, footfall.
Smarten
Smarten - Solar Inverter - Comparison - Heavy Load Equipment
Smarten Solar Inverter - Marriage Proposal
Smarten - Solar Inverter - Marriage Annniversary
Smarten - Solar Inverter - Comparison - 20 Sec
Campaign Breakdown – Smarten Solar Inverter Directed by Prasad and developed entirely in-house, the Smarten Solar Inverter campaign set out to do two things: establish the flagship product line and introduce a relatable brand identity. These weren’t just films—they were the foundation for how Smarten would speak, feel, and connect in the Indian heartland. The challenge was striking a balance between emotional storytelling and technical education. On one hand, the brand had to communicate the value of uninterrupted solar power in small-town India—where power cuts are a routine reality and a few hundred rupees saved can mean a world of difference. On the other, it needed to position Smarten as a modern, intelligent choice. The brief was layered, almost contradictory—but full of creative possibility. We rooted the storytelling in small-town life, drawing from everyday moments that feel both intimate and universal. The idea: those who choose solar aren’t just saving money—they’re making a smarter, life-enhancing choice. The narrative leaned into celebration, relationship, and aspiration. Visually, the films played with light and shadow as real, emotional elements—mirroring the product's core promise. The result was a campaign that resonated deeply on digital, giving Smarten a clear, confident brand voice to carry forward.
Earth Rhythm
Earth Rhythm - Beauty Commercial
Earth Rhythm - Sunscreen
Earth Rhythm - Moisturizers
Earth Rhythm - Phyto Curls
Campaign Breakdown – Earth Rhythm Directed by Prasad and developed entirely in-house, the Earth Rhythm campaign was crafted to build trust in a cluttered skincare market—by highlighting not just clean beauty, but conscious science. With a digital-first rollout, the campaign focused on educating the modern Indian consumer while keeping the storytelling refreshingly honest. The challenge was to stand out in a category flooded with claims, influencers, and aesthetics. Earth Rhythm isn’t about fluff—it’s about formulation-first skincare that’s inclusive, sustainable, and clinically tested. The task was to balance credibility with relatability. No overpromises. No magical transformations. Just real skin, real science, and real people. We created a campaign that leaned into transparency. Every frame was clean and minimal—letting the textures, ingredients, and results speak for themselves. The tone was conversational yet informed. Visually, we avoided overly staged perfection, embracing real skin, subtle imperfections, and genuine stories. The result was a campaign that not only educated but built long-term brand love—positioning Earth Rhythm as the thoughtful alternative in a loud, over-glossed category.
Dr. Batra's
Dr Batra’s™ Homeopathy - #PhirSeBachpan
Dr Batra's Homeopathy - Immunity
Campaign Breakdown – Dr. Batra’s Homeopathy : Directed by Prasad and developed entirely in-house, the television campaign for Dr. Batra’s Homeopathy turned out to be one of the brand’s most successful efforts—reigniting a fresh connection with viewers while staying rooted in its trusted identity. The challenge was clear: the brand’s image had become stale. Its longstanding “before & after” print ads felt dated and repetitive, creating an urgent need for a modern, engaging narrative to reclaim attention in a crowded healthcare space. It wasn’t just about showing effectiveness—it was about reshaping how people felt about the brand itself. Our solution flipped the traditional approach on its head. Instead of pushing transformations, we made the “before” phase unexpectedly adorable—adding a playful twist that was both memorable and charming. A cute face, a hummable jingle, and cinematic visuals elevated the story, all while staying true to the brand’s medical credibility. The result? A campaign that didn’t just sell results, but made the brand itself feel more relatable and relevant.
Kurlon
Campaign Breakdown – KURLON Mattress Directed by Prasad, the KURLON TV campaign reimagined the brand’s iconic jingle for a modern audience—bridging its 60-year legacy with today’s fast-moving digital world. The film was crafted to connect with modern families while staying true to KURLON’s warm, trusted identity. The challenge was to elevate a well-loved radio jingle into a visual story that would resonate on TV and social media alike. KURLON needed to stay rooted in family-centric values, but in a way that felt fresh and relevant to today’s digital-savvy audiences. It wasn’t just about comfort—it was about redefining the brand’s place in contemporary homes. Our solution was a film that balanced nostalgia and modernity. Characters, expressions, and everyday activities were designed to feel real and relatable—reflecting the brand’s heritage while appealing to new sensibilities. The result: a campaign that didn’t just adapt a jingle, but gave KURLON a renewed voice in the evolving media landscape.
PNB
PNB MetLife _ #BaatonMeinMatAana _ Anup Soni helps to identify an insurance fraud call (1080p)
PNB MetLife _ #BaatonMeinMatAana _ Anup Soni explains how to avoid suspicious calls (1080p)
PNB MetLife _ #BaatonMeinMatAana _ Anup Soni explains how not to fall prey to fake insurance calls (1080p)
Campaign Breakdown – PNB Metlife – Public Service Ads Directed by Prasad Wadke, these public service films tackled the growing concerns around online insurance fraud—educating audiences about potential risks while reinforcing trust in PNB Metlife. The challenge was to cut through indifference in a category often ignored until it’s too late. Fraud and digital safety are serious topics, but they risk coming across as dry or heavy-handed. The task was to make these messages feel urgent, relatable, and watchable—without losing sight of the brand’s credibility. The treatment leaned into a Crime Patrol-inspired narrative, fronted by the familiar authority of Anup Soni. The cinematic style and engaging storytelling kept viewers hooked, while the PSA messaging landed with impact. The result: a campaign that didn’t just inform, but compelled action—giving PNB Metlife a strong voice in the public service space.
BigBazaar
Campaign Breakdown – Big Bazaar GenNext Directed by Prasad and developed entirely in-house, the Big Bazaar GenNext campaign aimed to build immediate awareness for the brand’s new-age retail concept—while staying rooted in Big Bazaar’s familiar, family-first ethos. The challenge was to break into conventional retail spaces with a fresh idea that still felt like Big Bazaar. The GenNext store was a new offering—positioned as an upgrade, but it needed footfall and curiosity to back it up. The goal was to get multiplex-goers to not just notice, but actively explore the GenNext experience. We tapped into the multiplex audience’s mindset—turning a mall visit into a journey worth extending. A catchy jingle, vibrant visuals highlighting the beauty of each store segment, and characters that truly enjoyed the experience created a film that was both inviting and memorable. The result: a campaign that sparked curiosity and gave GenNext stores the footfall boost they needed.
ezone
Ezone - Blind Fold Sale
Ezone - Zero Margin Sale
Ezone - Zero Margin Sale
Ezone - 999 Offer
Campaign Breakdown – E-Zone Directed by Prasad and developed in-house, the E-Zone commercials were designed to go beyond product features—by turning the brand’s sales pitch into an emotional conversation. The focus was on building trust and relationships in a category that often feels purely transactional. The challenge was clear: sell more, but do it in a way that didn’t feel like just another electronics pitch. E-Zone needed to highlight its sales properties, but also show that it understood the joys, worries, and decision-making that come with home electronics shopping. This wasn’t about gadgets—it was about homes and hearts. Our solution: bring in the unexpected. We introduced narrative surprises that tapped into happiness and sentiment—universal triggers that make a product feel like part of life, not just a tech spec. While product windows remained tactical and sharp, the storytelling wove in moments of delight and warmth—striking the right chord and bringing in the right footfall.
GM Fabrics
Campaign Breakdown – GMF (GM Fabric) Directed by Prasad and developed in-house, the GMF campaign was designed to establish the brand’s product range and showcase its offerings through a simple yet evocative narrative. The idea was to let the product speak through everyday life moments—quiet, warm, and relatable. The challenge was unique: no jingle, no voiceover—just visuals. The task was to build a story that captured the richness of GMF fabrics without leaning on spoken words or music to carry the message. It meant every frame had to do the heavy lifting, creating a universal language of connection and quality. Our solution was a series of poetic visuals that celebrated life’s most intimate bonds. Moments between mother and daughter, father and son, grandfather and grandson, and couples in romance—all woven together into a single visual package. By anchoring these slices of life in heritage and modernity, the campaign put GMF at the heart of every home moment—turning everyday fabrics into silent heroes.