Ahead of its 2 October theatrical release, Doraemon the Movie: New Nobita and the Castle of the Undersea Devil is making a splash across India with a nationwide 360° marketing campaign spanning outdoor, digital, radio, experiential, schools and retail.
The film, which releases in Hindi, Tamil and Telugu, will also make a splash in select 4DX theatres, giving audiences an immersive ticket to Nobita and Doraemon’s deep-sea adventure.
Presented in India by TV Asahi and released theatrically in association with PVR Inox Pictures, the film’s India marketing and licensing programme is being led by Black White Orange (BWO), an Indian brand licensing and creative solutions company with strategic consulting from Happening 365 Synergies, an entertainment and marketing consulting firm in India.
The blue icon has already hit the streets, with an out-of-home and digital push across key markets, alongside branded buses and auto-rickshaws featuring Doraemon, the character, front and centre. A dedicated school contact programme is also taking the film straight to its core audience, while KidZania is adding an immersive edutainment experience to the mix.
The campaign continues across radio, experiential and retail touchpoints, building momentum ahead of the theatrical release. The idea is simple: blend the nostalgia of generations who grew up with Doraemon with a fresh cinematic adventure for younger fans.
Doraemon Director Tetsuo Yajima is also inviting Indian audiences to take the plunge. “Hello, everyone in India. I’m Tetsuo Yajima, the director. I’m truly delighted to bring Doraemon the Movie: New Nobita and the Castle of the Undersea Devil to audiences in India,” he mentioned.
Yajima highlighted the film’s deep-sea setting, pointing to 10,928 metres as the deepest point in the ocean reached by humankind and inviting audiences to imagine what might lie beyond the known world. His message was clear: it is time to join Doraemon and his friends on an adventure into the deep.
The film marks the 45th theatrical feature in the Doraemon franchise, giving the long-running property another big-screen outing while holding on to the familiarity and nostalgia that have made the character a fixture of Indian childhoods.
The India launch is backed by partners across licensing, marketing, digital, outdoor, edutainment, radio and consumer products, including Black White Orange (BWO), Fanthology, Econama, KidZania, Red FM, Ana India, Nitori Japan and Yakult Danone India.
