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SUB CATEGORY :
ONLINE FILM: CONSUMER GOODS
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ENTRANT COMPANY :
DDB MUDRA GROUP, MUMBAI
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TITLE :
ARMS DEAL
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BRAND :
STEADFAST SHREDDER
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ADVERTISER :
STEADFAST SHREDDER
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AGENCY :
DDB MUDRA GROUP, MUMBAI
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CHIEF EXECUTIVE OFFICER :
ADITYA KANTHY
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CHIEF CREATIVE OFFICER :
RAHUL MATHEW
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CREATIVE DIRECTOR :
SOURABH DUBEY/GAGANDEEP BINDRA
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COPYWRITER :
FATEMA MORBIWALA
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STRATEGIC PLANNING DIRECTOR :
KETAN RAMBHIA
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FILM PRODUCTION COMPANY :
DUCKTAPE PRODUCTIONS, MUMBAI
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DIRECTOR :
RAYLIN VALLES
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ENGLISH SYNOPSIS :
The film depicts a shredded rendition of a dangerous deal that unfolds in a dimly lit room.
Four shady characters are involved in a transaction trading cocaine, fake money, and weaponry.
With unexpected twists, the narrative is deliberately fragmented, leaving viewers grappling to reconstruct the shredded pieces of the real story.
The true story is in form of an investigation report that has been destroyed by a shredder machine, at the hands of the ones who want to keep the evidence and truth hidden forever.
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ENGLISH CONTEXT EXPLANATION :
In a cut-throat, commoditized market, the brand name of a paper shredding machine is the last thing on people’s minds. The battle is over price, listings and positive reviews. Increased spending on listings typically translates to a larger slice of the market pie, but we realized this approach was unsustainable in a fiercely competitive industry.
So in a category that is only driven by category name,
we set out to create a brand preference in the minds of people.
Rather than opting for boring B2B communication, we chose to do something interesting.
We crafted a film campaign with a twisted, distorted reality that kept people hooked from start to finish.
Instead of portraying Steadfast Shredders as a piece of office equipment, we positioned it as the elusive piece of puzzle that would never be found.
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