Building anticipation around a highly anticipated return to cinema

Madhu C. Narayanan is returning to feature-film direction with an untitled project starring Naslen. The project is jointly produced by Dr. Ananthu Productions and Madhu's Silent Cat Films, and marks his second feature as director following Kumbalangi Nights.

For the audience, that creates an immediate layer of recognition. For the marketing team, it creates a much bigger responsibility.

Turn anticipation into sustained attention without giving away the experience.

The campaign has multiple stories to manage simultaneously. The audience already has expectations, and the marketing has to build curiosity without exhausting those expectations before release.

Campaign metrics will be added as the project progresses.

Principal photography began in August 2026. The project features Naslen alongside an ensemble cast including Soubin Shahir, Baby Jean, Chandu Salimkumar and Poornima Indrajith.

The title and further project details are being kept under wraps for now. That works in favour of the campaign — there is still something to discover.

Another major release. Another long-term marketing relationship.

With Athiradi, Growwis demonstrated social-first movie promotion. With Karikku, the challenge expands into marketing a digital-native entertainment brand's move into cinema. Here, the focus shifts again toward managing anticipation around a high-recognition creative collaboration.