The team behind Huma Qureshi’s upcoming noir 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 makers have recreated mock crime scenes at malls and metro stations across five cities, aiming to spark intrigue among passersby. The installations feature chalk-style body outlines suggestive of a murder, accompanied by a striking red umbrella, a visual element closely tied to the film’s narrative.The idea behind the activation is simple: make people stop, wonder, and start talking. The unusual setups are intended to draw unsuspecting audiences into the mysterious world of the film, which stars Huma Qureshi as Baby KarMarKar, a contract killer with a unique personality. Director Nachiket Samant believes curiosity is the strongest hook a campaign can have.Speaking to Mid-Day, he shared, “The moment people start wondering, ‘What happened here?’ or ‘What happens next?’, they’re already engaged. Curiosity is a powerful emotion; it makes you look more closely, ask questions, and become invested. The red umbrella is significant to the story and Baby’s character. There’s a sense of playfulness in the way ‘Baby Do Die Do’ unfolds, and we felt it was important for people to begin interacting with Baby’s world.”
Why the makers chose an unconventional route
Samant acknowledged that generating buzz around female-led films can often be challenging, which is why the team felt compelled to experiment with a more immersive promotional approach.Rather than introducing audiences through standard posters and interviews, the makers wanted people to encounter the film’s atmosphere first-hand and become part of the mystery before even watching a trailer.
Saqib Saleem on bringing the film’s mood to life
Producer Saqib Saleem, who has backed the project, feels the campaign reflects the essence of the film perfectly. According to him, the blend of suspense and unpredictability at the heart of the story is mirrored 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 so much time living with this story that it’s exciting to finally see people interact with it.”
Entering Baby KarMarKar’s world
With its crime-scene-inspired promotions and the recurring motif of the red umbrella, ‘Baby Do Die Do’ is attempting to build anticipation through mystery rather than revelation. As conversations around the installations continue to grow, the campaign appears to be doing exactly what the makers intended: getting people to ask questions before they step into the theatre to discover the answers.
