{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"BROADCAST: FINANCE, BUSINESS & COMMERCIAL PUBLIC SERVICES","is_link":false},{"keyword":"ENTRANT COMPANY","content":"DUCKTAPE STUDIOS, MUMBAI","is_link":false},{"keyword":"TITLE","content":"STEADFAST - DIRTY MONEY","is_link":false},{"keyword":"BRAND","content":"STEADFAST STATIONERY","is_link":false},{"keyword":"ADVERTISER","content":"STEADFAST STATIONERY","is_link":false},{"keyword":"AGENCY","content":"MULLENLOWE LINTAS GROUP, MUMBAI","is_link":false},{"keyword":"PRESIDENT","content":"KAPIL BATRA","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"PRATEEK BHARDWAJ","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"DUCKTAPE STUDIOS, MUMBAI","is_link":false},{"keyword":"DIRECTOR","content":"RAYLIN VALLES","is_link":false},{"keyword":"CINEMATOGRAPHER","content":"SATCHITH PAULOSE","is_link":false},{"keyword":"ASSISTANT DIRECTOR","content":"KUNAL JADHAV\/TIYA PADHI","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"APRATIM BHATNAGAR","is_link":false},{"keyword":"FILM PRODUCER","content":"ASH CHAWDA","is_link":false},{"keyword":"CASTING","content":"GAURAV SINGH PARMAR","is_link":false},{"keyword":"ENGLISH SYNOPSIS","content":"The film unfolds in a loud, high energy betting parlour where money flies and the bookie runs the show. As tensions rise, he’s struck by a sudden stomach ache and rushes to the only bathroom, finding it occupied. Panicking, he drags someone out and locks himself in. Chaos follows. A bundle of cash slips from his pocket straight into the mess. With no water or help, he’s forced to pick it up. Cut back to the parlour: an accountant calmly counts the same notes, licking his fingers. The joke lands. Hands cannot be trusted. Enter the Steadfast Note Counting Machine.\r\n<br>\r\n<br>Script: \r\n<br>Man in bathroom: Have you lost it? Hey bro!\r\n<br>Bookie: I can’t control!\r\n<br>Bookie: There’s no water! Is anyone there?","is_link":false},{"keyword":"ENGLISH CONTEXT EXPLANATION","content":"Steadfast is a brand that manufactures note-counting machines for businesses across India, where cash still plays\r\na major role in everyday transactions. This is particularly evident in informal and semi-formal sectors such as retail shops, wholesale markets, jewellery stores, clubs, and local service centres. Although digital payments are increasing, large volumes of physical cash continue to be handled daily, especially in Tier 2 and Tier 3 towns. This often leads to inefficiencies, miscounts, and the continued use of traditional practices like licking fingers to separate notes—\r\nan unhygienic but common habit.\r\n<br>\r\n<br>The campaign is rooted in a simple behavioural truth: in cash-heavy, high-pressure environments, speed and accuracy matter most. Instead of a conventional product demonstration, the film builds a comic situation that grows increasingly uncomfortable, ending with a sharp yet understated call to action—“Count smarter.” The humour helps communicate the machine’s value in a memorable way.\r\n<br>\r\n<br>The timing is especially relevant in a post-pandemic context, where hygiene and smarter operations are top priorities. By using entertainment rather than sales-driven messaging, the film connects with decision-makers through a relatable, distinctly Indian scenario.","is_link":false}],"files2":[{"name":"F04_003.mp4","type":"mp4"}],"count":1}