{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"ONLINE FILM: CONSUMER GOODS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"MULLENLOWE SINGAPORE, SINGAPORE","is_link":false},{"keyword":"TITLE","content":"POSSESSED","is_link":false},{"keyword":"BRAND","content":"LIFEBUOY","is_link":false},{"keyword":"ADVERTISER","content":"UNILEVER","is_link":false},{"keyword":"AGENCY","content":"MULLENLOWE SINGAPORE, SINGAPORE\/MULLENLOWE INDONESIA, JAKARTA\/MULLENLOWE LINTAS GROUP, MUMBAI","is_link":false},{"keyword":"GLOBAL BRAND VICE PRESIDENT FOR PERSONAL CARE","content":"GAURAV DATTA","is_link":false},{"keyword":"GLOBAL BRAND VICE PRESIDENT FOR LIFEBUOY","content":"KHIM YIN POH","is_link":false},{"keyword":"PERSONAL CARE CHIEF MARKETING OFFICER","content":"NURIA HERNANDEZ CRESPO ","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"DANIEL KEE","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"THEODOR SANDU","is_link":false},{"keyword":"ART DIRECTOR","content":"HAGI ANDARA","is_link":false},{"keyword":"COPYWRITER","content":"ANISA ATTAYA","is_link":false},{"keyword":"AGENCY PRODUCER","content":"FUZZY ZAINOL ABIDEEN","is_link":false},{"keyword":"DIGITAL EXPERIENCE MANAGER SKIN CLEANSING INDONESIA","content":"INA RIZKIA","is_link":false},{"keyword":"LIFEBUOY GLOBAL BRAND LEAD","content":"PARNIL SARIN","is_link":false},{"keyword":"LIFEBUOY GLOBAL BRAND MANAGER","content":"KEVIN STEFANO\/LYDIA HUSEN","is_link":false},{"keyword":"LIFEBUOY SENIOR BRAND MANAGER FOR INDONESIA","content":"KARNIKA GRIKANANDINI","is_link":false},{"keyword":"LIFEBUOY ASSISTANT BRAND MANAGER FOR INDONESIA","content":"DHIRA MANDALA","is_link":false},{"keyword":"HEAD OF SKIN CLEANSING CATEGORY","content":"ERFAN HIDAYAT (UNILEVER INDONESIA)","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"VINAY VINAYAK","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"ANNE ALBANO","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"CHERYL GUAN\/DEVINA KUSWARA","is_link":false},{"keyword":"STRATEGIC PLANNER","content":"ARA CABALONGA","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"FACTORY01, BANGKOK","is_link":false},{"keyword":"DIRECTOR","content":"WUTHISAK ANARNKAPORN","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"RUNGTAWAN NANTHASAEN","is_link":false},{"keyword":"FILM PRODUCER","content":"WARUNTHORN CHARNJITKUSOL","is_link":false},{"keyword":"ENGLISH SYNOPSIS","content":"The film opens on a young man convulsing on the ground, muttering and writhing as if overtaken by a powerful spirit. Watching from the shadows, a group of Pontianaks—Indonesia’s iconic ghostly figures—look on in confusion. \r\nThey insist they aren’t the ones possessing him, and neither are the nearby Pocongs, who are just as baffled and helplessly tied up. Around them, fallen exorcists lie twitching, equally overwhelmed by whatever force has taken hold.\r\n<br>\r\n<br>Just as panic builds, an unusual, completely unaffected “exorcist” steps forward. He examines the young man and reveals the unexpected truth: no ghost is involved. The culprit is the brutal heat, sweat, and germs that have “possessed” him. With a splash of “holy water”—Lifebuoy Cool Fresh—the episode subsides, restoring calm…and leaving even the ghosts intrigued by its 12-hour cooling freshness.","is_link":false},{"keyword":"ENGLISH CONTEXT EXPLANATION","content":"Indonesia has one of the world’s richest ecosystems of supernatural folklore, with ghosts such as Pontianaks and Pocongs instantly recognisable across generations. These figures are not niche references—they appear \r\nin mainstream films, memes, jokes, and everyday conversation. Horror is a dominant entertainment genre in Indonesia, especially among Gen Z, who often use supernatural language to dramatise real-life stress, discomfort, and extreme heat.\r\n<br>\r\n<br>This cultural lens became especially relevant during Indonesia’s hottest temperatures in over 40 years, when young people coped by using humour: calling themselves “possessed by heat,” joking about “haunted sweat,” and treating exhaustion as if it were an attack from the spirit world. These expressions are playful, self-aware, and deeply woven into Indonesian internet culture.\r\n<br>\r\n<br>The film builds on this uniquely local comedic instinct: instead of depicting ghosts as terrifying, it shows them bewildered—because the force overwhelming people isn’t them, but the country’s oppressive heat and body odour. The twist only works within an Indonesian context, where audiences immediately recognise these creatures and understand the humour of subverting their usual role.\r\n<br>\r\n<br>For non-Indonesian viewers, this explanation clarifies why horror-comedy is not just a stylistic choice but a culturally fluent language that makes the story both resonant and entertaining.","is_link":false},{"keyword":"URL","content":"https:\/\/www.youtube.com\/watch?v=2dsashNx2zA&t=8s","is_link":true}],"files2":[{"name":"F08_010.mp4","type":"mp4"}],"count":1}