The next Doraemon film is not leaning on its built-in fan base. Ahead of its October 2, 2026 India release, Doraemon the Movie: New Nobita and the Castle of the Undersea Devil has kicked off a nationwide 360-degree campaign across outdoor, digital, radio, schools, retail and experiential touchpoints.
The film will open in Hindi, Tamil and Telugu, including select 4DX theatres. It is presented in India by TV Asahi, released theatrically in association with PVR INOX Pictures, and its India marketing and licensing programme is led by Black White Orange with strategic consulting from Happening 365 Synergies.
A 360-degree push built for frequency
Instead of relying on a single large-format burst, the campaign layers multiple touchpoints. Branded buses and auto-rickshaws carry the blue character through key markets. A school contact programme connects directly with children and families, while a KidZania association brings the film into an immersive edutainment environment. Digital, radio and retail activity run alongside.
- OOH and digital presence in key markets
- Branded buses and auto-rickshaws for daily visibility
- School outreach to reach children and families
- KidZania edutainment experience plus radio and retail
Nostalgia plus a new experience
The film is the 45th theatrical feature in the Doraemon franchise. The campaign uses the character’s familiarity with older fans while positioning the deep-sea story as a fresh cinematic experience for a new generation. Director Tetsuo Yajima described the setting as “a deep-sea world that no one has ever seen before” at the film’s Mumbai premiere on September 26, which brought together producers, influencers, media personalities, children and families.
Why it matters for marketers
Franchise recognition is a head start, not a plan. This campaign lowers the barrier to attendance with local-language releases and a differentiated 4DX format, then builds frequency through low-cost, high-visibility local media. Licensing and edutainment partners extend the story into places where families make decisions, not just where they watch trailers.
What to borrow
If you manage an established IP, treat nostalgia as an entry point and add a new reason to experience it now. Use regional language and format variants to widen the audience, and let partners such as schools, radio and retail carry the message into everyday routines.
Source: MediaNews4U
