Huma plants a murder in your area

Huma Qureshi. Pics/Instagram, By Special Arrangement

Make them curious, and the conversations will follow. That's producer Saqib Saleem and director Nachiket Samant's approach to grab eyeballs for their Huma Qureshi-starrer, Baby Do Die Do. Across select malls and metro stations in five cities, the makers have installed crime scene recreations - a body outline suggesting a murder, accompanied by a red umbrella. The unusual promotional activity is their way of introducing unsuspecting people to the noir crime thriller, which sees Qureshi as Baby KarMarKar, a desi hitwoman.

This is Huma Qureshi and Saqib Saleem's first production under their new banner, Saleem Siblings. Before this, the duo produced ‘Single Salma' (2025) and ‘Double XL' (2022)

An aggressive push? Maybe. But Samant is clear that at a time when female-led movies struggle to generate awareness, an out-of-the-box idea is the only way to engage with people. "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," he explained.

Nachiket Samant

For actor-turned-producer Saleem, the activity perfectly captures his latest production's world. He shared, "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."