Squid Game Season 2 Causes Fever in India – A Global Spectacle with Unique Brand Partnerships

As the much-awaited Season 2 of Netflix’s Squid Game prepares for its December 26, 2024, launch, brands worldwide are seizing the opportunity to engage fans through immersive partnerships and creative campaigns. In India, this phenomenon has taken a unique twist with major brands like Swiggy Instamart and Knorr leading the charge, while globally, Squid Game-themed experiences continue to captivate audiences.

Squid Game Fever in India

In India, Swiggy Instamart, a leading quick-commerce platform, and Knorr, a renowned ready-to-cook soup and ramen brand from Hindustan Unilever Limited (HUL), have introduced innovative campaigns to celebrate the series.

Swiggy Instamart has brought the Squid Game universe to life by offering exclusive merchandise for delivery in select cities within 10 minutes. Additionally, the platform has launched an interactive Instamaut vending machine in Gurgaon, designed to give fans a unique experience. Located in Cyberhub, the vending machine resembles the iconic Young-Hee doll from the series. Participants begin by tapping the screen, entering their names, and watching an instructional video inspired by the show’s dramatic death scene. Using a radar system, the machine evaluates their performance in acting out their own dramatic “death.”

Winners are rewarded with a coffin-shaped box filled with Squid Game-themed merchandise, including a QR code leading to Swiggy Instamart’s Squid Game store, where more collectibles are available. The merchandise, available since December 19, 2024, includes mugs, sippers, games, and themed bags that mirror the show’s striking aesthetics, delivering a thrilling fan experience from home.

Knorr, on the other hand, has blended the excitement of Squid Game with its Korean ramen range through a cross-cultural campaign. The brand has launched exclusive Squid Game-themed ramen packs in authentic flavors like Jjajangmyeon, Spicy Kimchi, and Gochujang Chicken. Each pack features a QR code unlocking the Dare-to-Slurp game, offering fans a chance to win an all-expenses-paid trip to Seoul and attend a Squid Game fan event.

Knorr’s campaign extends to digital platforms, with 45 influencers—including Orry, Uorfi, and Falguni Pathak—showcasing their interpretations of the Dare-to-Slurp challenge. Underground rappers Big Deal, Yungsta, Yoki, and Seige have also contributed exclusive rap tracks to amplify the campaign’s reach.

Squid Game’s Global Impact

Globally, the Squid Game phenomenon has taken over streets and landmarks. Billboards featuring the iconic circle, triangle, and square symbols are ubiquitous, while creative events and promotions have heightened anticipation for the show.

Paris hosted a real-life Squid Game event where fans could participate in activities inspired by the series. Amsterdam transformed a ferry into a Squid Game-themed experience. Antwerp, Belgium, converted Oudaan into a set resembling the series. In India, Netflix organized a promotional anthem for Season 2 featuring rapper Hanumankind and even had Pink Soldiers appearing on Mumbai’s local trains.

Globally, Netflix partnered with major brands like McDonald’s, Burger King, Duolingo, Domino’s, and Google to deliver themed experiences. Australians were challenged with the Dalgona Candy Challenge by McDonald’s, while Duolingo integrated Korean language lessons tied to the show.

With such widespread collaborations and creative promotions, Squid Game Season 2 has cemented its position as more than just a series—it’s now a cultural and experiential movement.

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