The team behind Huma QureshiThe noir thriller ‘Baby Do Die Do’ has adopted an unusual marketing strategy to get people talking about the film. Instead of relying solely on traditional promotions, the creators have recreated pretend crime scenes in shopping malls and subway stations across five cities, hoping to spark intrigue among passers-by. The installations feature a chalk-style body outline suggestive of a murder, accompanied by a striking red umbrella, a visual element closely linked to the film’s narrative.The idea behind the activation is simple: to make people stop, surprise and start talking. The unusual setups aim to draw unsuspecting viewers into the mysterious world of the film, Baby KarMarKar starring Huma Qureshi, a contract killer with a unique personality. the director Nachiket Samant He believes that curiosity is the strongest hook a campaign can have.Speaking to Mid-Day, “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 invest. The red umbrella is significant to the story and to the Child’s character. There’s a playfulness to the way ‘Baby Do Die Do’ unfolds, and we felt it was important for people to start interacting with Baby’s world.”
Why did the managers choose an unconventional route?
Samant acknowledged that generating buzz around female-led films can often be difficult, which is why the team felt compelled to experiment with a more immersive promotional approach.Rather than introducing the audience through posters and interviews, the filmmakers wanted people to experience the atmosphere of the film firsthand and become part of the mystery before watching a trailer.
Saqib Saleem bringing the mood of the film to life
Producer Saqib Saleem, who has supported the project, believes that the campaign perfectly reflects the essence of the film. According to him, the mixture of suspense and unpredictability at the heart of the story is reflected in these public installations.“The film has a delicious sense of suspense and chaos, and this captures that spirit perfectly. It’s a fun invitation to our world. We’ve spent so much time living this story that it’s exciting to finally see people interact with it.”
Entering the world of Baby KarMarKar
With crime scene inspired promotions and a recurring red umbrella motif, ‘Baby Do Die Do’ is trying to build anticipation through mystery rather than revelation. As conversations around the facility continue to grow, the campaign seems to be doing what its creators intended: get people to ask questions to find out the answers before entering the theater.
