Squid Game, the global sensation that took the world by storm, is all set to return with Season 2, and Netflix has launched a massive campaign to bring its world to life. The campaign has been making waves in India and beyond, with the iconic pink guards making appearances in public spaces. One of the most notable moments was when they escorted global star Diljit Dosanjh at Chandigarh Airport ahead of his Dil-Luminati Tour. They also caught the attention of fans at the K-Town Festival, India’s biggest Korean cultural and music event, blending Indian and Korean pop culture together.
In addition, Netflix has transformed Delhi Metro stations with Squid Game-themed train wraps and decorations that resemble the show’s famous pink guards. These installations have turned daily commutes into immersive experiences, bringing the Squid Game world to life for commuters. Metro stations have been decked out with Squid Game hoardings, creating eye-catching visuals that connect fans to the show’s iconic world. Public service announcements featuring the masked Frontman and the famous Young-hee doll have also been showcased on TV, in theatres, and across digital platforms, playfully reminding audiences of the series’ rules.
Srivats TS, Vice President of Marketing at Netflix India, shared, “With these initiatives, our aim is to elevate the fan experience and bring the world of Squid Game into everyday spaces. With all the excitement around Season 2, we want to keep the conversation going and ensure the show stays at the forefront of pop culture. By integrating Squid Game into daily life, we want to offer fans experiences that feel as intense and unforgettable as the show itself. Whether through on-ground events or collaborations with major platforms, we’re building anticipation and creating memorable moments for fans.”
As Squid Game Season 2 approaches, the excitement is reaching new heights, with experiences spilling out from the screen into the real world. Netflix is taking over major events like Sunburn, Asia’s largest music festival, and creating interactive pop-ups at metro stations, immersing fans in the Squid Game universe like never before.
At the Sunburn Festival, Netflix has set up an exciting Squid Game takeover, offering fans a thrilling, hands-on experience. Attendees can enjoy a Squid Game-themed performance before the main music acts, participate in gamified challenges like Red Light Green Light and Piggy Bank Crawl, and even preview a new game from Season 2. Exclusive photo opportunities and collectible items like visors and drawstring bags will allow fans to capture memories while connecting with the world of Squid Game.
In an exciting collaboration, Netflix has also joined forces with renowned artist Hanumankind to create a high-energy anthem titled “The Game Don’t Stop.” The song, inspired by Squid Game, captures the intense stakes of the series and adds to the growing excitement among Indian fans.