Ahead of the highly anticipated Season 2 of Netflix’s global sensation Squid Game which is set to launch on 26 December, 2024, various brands have been making their presence felt through partnerships and experiences of sorts, in India and globally.
The Indian perspective
In India, brands like Swiggy Instamart, one of India’s leading quick-commerce platforms and Knorr, one of India’s leading ready-to-cook soup and ramen brands from Hindustan Unilever Limited (HUL), have joined forces with this popular series.
Swiggy Instamart is bringing the thrill of the show to fans with special Squid Game merchandise available for delivery in select cities in 10 minutes. Adding to the excitement, Swiggy Instamart has introduced a one-of-a-kind immersive and interactive Instamaut vending machine for fans in Gurgaon. This unique experience offers Squid Game fans in Gurgaon the chance to showcase their devotion to the show by participating in a dramatic death re-enactment, with a chance to win Squid Game merchandise.
Located at Cyberhub in the heart of Gurgaon, the Instamaut vending machine offers Squid Game fans an experience unlike any other. The vending machine takes the shape of the iconic Young-Hee doll from the series, with the action for fans beginning with a tap on the screen — participants enter their name and prepare to dive into the excitement. They then watch an engaging instructional video, guiding them through the iconic death scene from Squid Game and take inspiration to create their own original dramatic ‘death scene’.
As they act, a radar system tracks their every move, and based on their dramatic flair, a fun message appears—either celebrating their spot-on execution or humorously encouraging them to ramp up the drama. Those who deliver the ultimate dramatic ‘death’ are rewarded with a coffin-shaped box reminiscent of the one used in the series, packed with exciting Squid Game Season 2 merchandise. Inside, they’ll find a QR code leading them to Swiggy Instamart’s Squid Game section, where they can order even more thrilling official merch from the Squid Game Store, delivered straight to their door in 10 minutes. So, one doesn’t need to ‘die’ or go to such extreme lengths for fandom, it can now be easily delivered to you in 10 minutes.
Swiggy Instamart is bringing the Squid Game universe directly to fans' doorsteps with a special Squid Game Season 2 collection, packed with special collectibles. Starting 19 December, 2024, fans have been able to score must-have merchandise inspired by the show’s iconic moments, including mugs, sippers, and even some games from the series. Orders will also be delivered in specially themed bags featuring visuals inspired by the show's striking aesthetics—doubling the pure thrill of celebrating one of Netflix’s biggest cultural phenomena, all from the comfort of home.
Knorr, too, has partnered with the series for a one-of-a-kind campaign. With the much-anticipated return of the Korean series, the brand is blending the fandom that the series enjoys with the rich flavours of its Korean ramen range, infusing an exciting cross-cultural tie between K-culture and K-food, inviting the K-fans to ‘Dare-to-Slurp’ from its exclusive ramen range in a TVC campaign.
As the Korean wave—better known as Hallyu—sweeps across India, influencing music, fashion, and entertainment, it’s no surprise that K-cuisine is making a delicious impact.
Building on its impressive dominance in the soups category, Knorr has expanded its culinary offerings with the premium Korean Ramen Range and has launched exclusive, special-edition Squid Game-themed ramen packs, featuring designs inspired by the series, and come in three authentic flavours; Jjajangmyeon, Spicy Kimchi, and Gochujang Chicken. Each pack includes a QR code that unlocks the Dare-to-Slurp game, where participants can compete for a chance to win an all-expenses-paid trip to Seoul and attend a Squid Game fan event.
Additionally, Knorr’s integrated digital campaign brings the Squid Game excitement to life with 45 creators, including top names like Orry, Uorfi, Falguni Pathak, and Yashraj Mukhate, showcasing their unique takes on the ‘Dare to Slurp’ challenge. Adding a dynamic twist, underground rappers Big Deal, Yungsta, Yoki, and Seige are crafting exclusive raps in their signature styles for the campaign.
The Global Craze
Globally, too, the Squid Game 2 series has become quite a phenomenon has taken over the streets with billboards everywhere – these feature the iconic circle, triangle and square.
A real-life Squid Game event was organised in Paris, allowing fans to participate and showcase their enthusiasm for the series.
Netflix went on to transform a ferry in Amsterdam into a full Squid Game-themed experience. In Belgium, the Oudaan in Antwerp was turned into a Squid Game set.
As part of a promotion, Squid Game’s Pink Soldiers were spotted at Mumbai locals.
Netflix India has dropped a promotional anthem for Squid Game Season 2 featuring Hanumankind.
Brands like Big Boy Toyz are amplifying the hype around the series. Netflix has partnered with brands such as McDonald’s, Duolingo, Burger King, Domino’s and Google for this series. Aussies were also dared to take on the Dalgona Candy Challenge with McDonald’s got Duolingo fans learning Korean.
The Netflix and Squid Game 2 partnership seems to have left no stone unturned to make the series a promotion and experience to remember.
