The team behind Huma Qureshi’s upcoming thriller ‘Baby Do Die Do’ has adopted an unconventional marketing strategy to get people talking about the film. Instead of relying solely on traditional promotions, the game makers recreated mock crime scenes in shopping malls and metro stations in five cities, with the aim of arousing curiosity among passers-by.
The compositions feature chalk-shaped physical lines suggestive of a murder, accompanied by a striking red umbrella, a visual element closely linked to the film’s narrative.The idea behind activation is simple: get people to stop, wonder, and start talking. The unusual settings are meant to draw unsuspecting audiences into the mysterious world of the film, which stars Huma Qureshi as child Karmar Kar, a hitman with a unique personality. Director Nachiket Samant believes that curiosity is the most powerful tool a campaign can have.Speaking to Mid-Day, he said: “The moment people start asking: What happened here?” or “What happens next?” They are already engaged. Curiosity is a powerful emotion. It makes you look closer, ask questions and become an investor. The red umbrella is important to the story and the child’s character. There’s a sense of fun in the way the story of Baby Do Die Do unfolds, and we felt it was important for people to start engaging with Baby’s world.
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Why did the makers choose an unconventional path?
Samant admitted that generating buzz around female-led films can often be difficult, which is why the team felt compelled to try a more immersive promotional approach.Instead of introducing the audience through standard posters and interviews, the filmmakers wanted people to experience the atmosphere of the film first-hand and become part of the mystery even before watching the trailer.
Saqib Saleem On bringing the mood of the film to life
Producer Saqib Saleem, who backed the project, feels that the campaign captures the essence of the film perfectly.
According to him, the combination of suspense and unpredictability at the heart of the story is reflected in these public installations.“The film has suspense and a delicious sense of chaos, and this captures that spirit perfectly. It’s a fun invitation into our world. We’ve spent a lot of time living with this story, and it’s exciting to finally see people engaging with it.”
Enter the world of KarMarKar baby
With crime scene-inspired promos and the recurring motif of a red umbrella, Baby Do Die Do attempts to build suspense through mystery rather than revelation. As conversations about the installations continue to grow, the campaign appears to be achieving exactly what the filmmakers intended: getting people to ask questions before they enter the theater to find out the answers.