Boldfish

Work / Yein Udaan

Case study

A neighbourhood watched itself on a cinema screen.

Client

Yein Udaan

Practice

Visual Narrative

Scope

Documentary film, screenings

Sector

Non-profit — Chennai

Produced by

Kayak Films

01
The room

The people funding it had never stood in it.

Yein Udaan works in Chetpet's Dhobighat. With children, with their parents, with the women of the community. Education, sports, healthcare, livelihoods, confidence.

Donors were reading about all of it on paper. None of them had heard a classroom there at four in the afternoon.

02
The problem

The work was bigger than anything you could hand someone.

Vedika Agarwal, the founder, came to us wanting a stronger deck.

The longer we listened, the clearer it became that there was nothing wrong with the deck. The work simply didn't fit inside one. A child's schooling, a mother's first income, a family's confidence — all one thing in life, and separate bullet points on a page.

Everything true about Yein Udaan is true across years, households and a whole neighbourhood. That is very hard to put on a slide.

03The narrative move

Some things are easier to believe than to explain.

So we suggested a film instead.

Not a film about an organisation. A film about a place — Chetpet on an ordinary weekday. The classrooms, the corridors, the mothers, the noise.

Nobody in it performs. Nobody explains themselves to camera.

The argument

You can tell a donor that a community is changing.

Or you can let them watch a child read out loud, and let them decide for themselves.

Impact you have to be told about is a claim. Impact you can watch is a memory.

04
The work

Then we did something that wasn't in the brief.

We screened it twice.

The first was at AGS Cinemas. A real theatre, for donors, patrons, press, well-wishers — and for the parents and children who are in the film, watching their own lives on a cinema screen.

The second screening was in Chetpet itself. Public, in the community, for the people who live there.

Chetpet has spent a long time being written off by the rest of the city. For one evening, the neighbourhood sat down and watched what it had built.

05
The outcome

It's what they send now.

The film goes out ahead of the conversation, so donors arrive already knowing.

Since then, the after-school programme has become a day school. Sixteen of the children who grew up at Yein Udaan have come back to work there as staff.

The film didn't do that. But it's part of how the story travelled.

300

Children across three campuses today — from fifteen in one room in 2017

In their words

I’ve worked with Aashik on two very different projects for Yein Udaan: he directed our documentary and designed our website. What I’ve appreciated most is how much he cares about understanding the work and the people behind it. He brought ideas of his own, listened closely to ours, and stayed flexible as both projects evolved.

He’s also excellent at making things happen. He knew how to bring the right people and resources together, even when we were working within a nonprofit’s constraints. And throughout, he was responsive, generous with his time, and genuinely committed to getting the work right. He made the whole process feel collaborative and dependable, which is why I’ve felt comfortable trusting him with stories that mean so much to us.

Vedika AgarwalFounder, Yein Udaan

Project Team

We pride ourselves on an in-depth exploration of every element of the work. Each project is built with precision and restraint, and every decision is made with an intent that shows up in the room.

  • EFL GlobalProduced By
  • Kayak FilmsA Film By
  • Aashik JoelDirector
  • Vignesh ArullingamWriter & Co-Director
  • Manasa UlagammaiAssociate Director
  • MK PrathapProduction Manager
  • Anam SaatvikProduction Manager
  • Aravind, Bala, NandaCinematographers
  • RishandhanDrone Pilot
  • Balamurali KrishnaEditor
  • Anitha SoundarAssociate Editor
  • ViviRaajDI & Colorist
  • Sathish KumarVFX
  • Ram Prakash RVSSound Mixing
  • Akshaya SeshadriDesign

// Start here

Whether it's an investor, a board, a buyer or a country — start with the room you have to win.

Start a conversation →