As Squid Game Season 2 prepares for release, Netflix India is elevating the fan experience with a series of thrilling activations across the country. From metro takeovers to music festival experiences, the campaign brings the show’s suspenseful world to life in exciting new ways.
Squid Game Takes Over Sunburn Festival
At Sunburn, Asia’s largest music festival, Netflix brings Squid Game to life. Fans can experience Red Light Green Light and Piggy Bank Crawl challenges, and enjoy a Squid Game-themed music performance. Exclusive merch, including collectible visors and drawstring bags, will make this activation one to remember.
Hanumankind’s Electrifying Anthem
Netflix India teams up with global artist Hanumankind to release “The Game Don’t Stop”, a bold anthem inspired by Squid Game. The track amplifies the excitement for Season 2 and has quickly become a fan favorite.
Delhi Metro Transforms into Squid Game Territory
In a first, Netflix wraps a Delhi Metro train to look like the Pink Guards, creating an unforgettable visual experience. Squid Game-themed hoardings at metro stations add to the immersive atmosphere, turning ordinary commutes into thrilling moments.
Pink Guards Surprise Fans and Celebrities
The iconic Pink Guards make surprise appearances, including escorting Diljit Dosanjh at Chandigarh Airport. They also show up at the K-Town Festival, merging Indian and Korean pop culture and bringing Squid Game into public spaces.
Public Service Announcements with a Squid Game Twist
Across TV, digital platforms, and cinemas, Squid Game-themed public service announcements feature the Frontman and Young-hee doll. These playful ads cleverly reference the show’s famous rules, keeping fans engaged in the lead-up to Season 2.
Exciting Brand Collaborations and Merch
Netflix partners with Knorr for Squid Game-branded packaging and a “Dare to Slurp” challenge. Swiggy Instamart launches the InstaMaut vending machine challenge, offering exclusive merchandise. 5 Star also rolls out a treasure hunt with a prize of 4.56 million won.
Srivats TS on the Campaign’s Goal
Srivats TS, Vice President of Marketing at Netflix India, explains: “We’re bringing Squid Game into everyday spaces, creating unique experiences that make the show unforgettable. Our goal is to integrate the show into daily life, ensuring it stays at the forefront of pop culture.”
360° Marketing for Maximum Impact
Netflix’s 360° marketing campaign is designed to keep the excitement building. From metro activations to exclusive brand collaborations, Netflix ensures Squid Game becomes an all-encompassing experience for fans.
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