Squid Game, the global phenomenon, is all set to return with Season 2 on Netflix!

Squid Game, the global phenomenon that took the world by storm, is all set to return with #Season2, and the anticipation is nothing short of extraordinary — with the show stepping out of the screen and into the real world. From unexpected surprises at metro stations to a takeover at Asia’s biggest music festival Sunburn, Squid Game S2 is bringing fans into the action.

At Asia’s biggest music festival, Sunburn, Netflix will bring Squid Game to life with a takeover that’s packed with experiences, games and in-world excitement. Fans can enjoy a Squid Game-themed music performance before the headlining set, explore a dedicated arena with gamified challenges like Red Light Green Light, Piggy Bank Crawl and even a sneak peak of a new game from season 2. With unique photo ops, and exclusive swag (collectible visors, drawstring bags and more), fans can capture memorable moments and connect closely with their favorite series.

Adding a fresh twist to the campaign, #Netflix has teamed up with an artist that captured attention across the world, #Hanumankind, for a collaboration that no one saw coming, giving a bold and electrifying anthem, “The Game Don’t Stop” inspired by the series. The track captures the intensity, stakes, and themes of the show, taking the fandom in India to an all-time high. Closer home, the iconic Pink Guards escorted the global sensation #DiljitDosanjh at the Chandigarh Airport ahead of his #DilLuminati Tour. The signature pink suits also made an appearance at the K-Town Festival, India’s premier Korean cultural and music festival, building a pop-culture bridge between the two countries.

Netflix is also taking over the #DelhiMetro, wrapping a metro train to resemble the pink guards and covering metro stations with Squid Game-themed hoardings, offering a striking visual experience that brings the Squid Game world to life in everyday spaces. Fans will also spot contextual public service announcements across TV, theatres, and digital platforms with the masked Frontman and the iconic Young-hee doll delivering creative messages that are a playful nod to the show’s iconic rules.

With Squid Game Season 2, Netflix is also bringing the thrill of the show into fans’ everyday lives in fresh and exciting partnerships. In association with Netflix, Knorr launched special edition Squid Game packaging and a “Dare to Slurp” challenge that’s as intense as the series itself. Similarly, Swiggy Instamart invited fans to take part in the ‘InstaMaut’ vending machine challenge, where acting out dramatic scenes unlocked exclusive merchandise — the brand has also made Squid Game fandom accessible by launching an exclusive line of merchandise that is delivered instantly. 5 Star is bringing its signature quirk by turning the Squid Game’s iconic symbols into a treasure hunt, offering fans a chance to find the winning pack and take home 4.56 million won

#SrivatsTS, Vice President, Marketing, Netflix India shares, “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.”

This 360 marketing campaign ensures that Squid Game Season 2 doesn’t just stay on screens; it seamlessly weaves into the fabric of daily life, turning ordinary moments into thrilling glimpses of its captivating universe, as seen with the city take-over by the iconic pink guards.

By Keerti Kadam