Dirty Money

The film is inspired by an everyday habit seen across India (and probably a few more countries that deal mostly in cash), licking fingers while counting cash. It’s a deeply ingrained behaviour used to separate sticky notes, especially in humid conditions and behaviour-based handling of large volumes of money. While practical, it's also quite unhygienic. We took this innocuous gesture and pushed it to an extreme, asking: What’s the worst that could happen? That led to the idea of retrieving money from a toilet—and then counting it, lick by lick. It’s funny, uncomfortable, and instantly memorable because it takes a relatable habit. The insight allowed us to take a functional B2B product and anchor it in a culturally native, behaviour-based joke with universal appeal.