Squid Game Season 2: Netflix India introduces unique local experiences to promote the global hit

The global sensation Squid Game is returning with its highly anticipated Season 2, and the excitement is reaching new heights. This time, the experience is moving beyond the screen and into the real world. From unexpected pop-ups at metro stations to a takeover at Sunburn, Asia’s largest music festival, Squid Game S2 is immersing fans in the action like never before.

At Asia's biggest music festival, Sunburn, Netflix is bringing Squid Game to life with an immersive takeover that promises to deliver a thrilling experience. Fans can enjoy a Squid Game-themed music performance before the main act, explore a dedicated arena filled with gamified challenges like Red Light Green Light, Piggy Bank Crawl, and even a preview of a new game from Season 2. With exclusive photo ops and collectible swag, such as visors and drawstring bags, attendees can capture unforgettable moments while connecting with the world of Squid Game.

In a bold move, Netflix has teamed up with the internationally acclaimed artist Hanumankind to create an electrifying anthem, “The Game Don’t Stop,” inspired by the series. The track embodies the intensity and high stakes of the show, further elevating the excitement among Indian fans.

Hanumankind

In a local twist, the iconic Pink Guards made their presence felt when they escorted Diljit Dosanjh at the Chandigarh Airport ahead of his Dil-Luminati tour. The signature pink suits also made an appearance at the K-Town Festival, India's leading Korean cultural and music festival, bridging pop culture between India and South Korea.

Srivats TS, Vice President, Marketing, Netflix India said, “Our goal with these initiatives is to elevate the fan experience, bringing the world of Squid Game into everyday spaces. With the excitement around Season 2, our marketing efforts this year are aimed at sparking and elevating conversations, ensuring the show stays at the forefront of pop culture. By integrating Squid Game into the fabric of daily life, we want to go beyond the screen and give fans experiences that feel as powerful and unforgettable as the show itself. From immersive on-ground activations to collaborations with leading platforms, we’re creating palpable anticipation while pushing the boundaries of how fans can interact with the world of Squid Game. Each experience is designed to be unique, engaging and a celebration of what makes the show so iconic."

Netflix is taking the excitement of Squid Game to the streets of Delhi by transforming an entire metro train to resemble the show’s iconic pink guards. Metro stations across the city are being enveloped in Squid Game-themed hoardings, creating an immersive visual experience that brings the world of the series into everyday urban life. Fans will also notice public service announcements across TV, theaters, and digital platforms, featuring the masked Frontman and the unforgettable Young-hee doll, who deliver quirky and creative messages that playfully reference the show’s famous rules.

In a fresh and innovative approach, Netflix is also bringing the Squid Game thrill into fans' daily routines through exciting new collaborations. Knorr, in partnership with Netflix, has launched special edition Squid Game packaging along with a “Dare to Slurp” challenge, designed to capture the same intensity as the series.

Also read: Squid Game season 2 trailer: Player 456 makes a gripping return to the deadly game - watch video

Meanwhile, Swiggy Instamart is engaging fans with the ‘InstaMaut’ vending machine challenge, where re-enacting dramatic Squid Game scenes unlocks exclusive merchandise. Additionally, Swiggy has launched an exclusive line of Squid Game merchandise available for instant delivery. Not to be left behind, 5 Star is adding its signature twist by turning the Squid Game symbols into a treasure hunt, giving fans the opportunity to find the winning pack and win a prize of 4.56 million won.

This comprehensive marketing campaign ensures Squid Game Season 2 extends beyond the screen, integrating into everyday life and transforming mundane moments into exciting encounters with its iconic universe. The city takeover, highlighted by the presence of the unmistakable pink guards, is a perfect example of how the campaign immerses fans in the world of the show.