New Delhi: Squid Game didn’t just land in India; it stormed in. The Netflix original had the audience hooked faster than they could say ‘Green Light, Red Light’.
Three years later, the much-anticipated second season of the South Korean dystopian survival thriller is now streaming. Featuring seven one-hour-long episodes, the series is available in Hindi, Tamil, Telugu, and English for Indian audiences.
Squid Game is a blood-soaked series packed with jaw-dropping twists that keep you glued to your screen. Its set design, featuring happy hues of crimson, hot pink, and sunny yellow, clashes with the show’s dark and chilling narrative—heightening the sense of unease. The story revolves around debt-ridden contestants who are lured into a deadly game for a life-changing cash prize, only to meet a brutal end.
The first season of Squid Game toppled giants like Stranger Things and Bridgerton, cementing its place as Netflix’s most popular show ever.
Squid Game 2 resumes with Seong Gi-hun (Lee Jung-jae), the previous winner, determined to dismantle the organisation behind the games.
India’s buzz for Squid Game 2 was louder than Diwali firecrackers. From collaborations with Swiggy Instamart and Knorr to a Google surprise to fans running countdowns on social media, the hype is real.
1. Google Search
Netflix joined hands with Google Search to unveil a fun Easter egg for Squid Game fans. It allows them to relive the thrill of the iconic ‘Red Light, Green Light’ challenge from season one through a mini-game. Accessible on both mobile and desktop browsers, all it takes is a quick search for “Squid Game” to dive into the action.
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2. The build-up
For Indian fans, Squid Game 2 isn’t just a release; it’s a moment they’ve been awaiting eagerly. The excitement hit fever pitch as fans took to platforms like X and Reddit, kickstarting countdowns 24 hours ahead of the premiere.
3. Brand collaborations
To amp up the excitement for Squid Game 2 in India, Netflix teamed up with Swiggy Instamart and Knorr for an out-of-the-box promotional campaign. Swiggy Instamart launched limited-edition grocery bags inspired by Squid Game’s iconic visuals. Featuring elements like the guards’ masks and player numbers, these bags quickly became collectable items among fans. The brand also introduced an interactive installation, “Instamaut”, in Gurugram’s Cyberhub.
Knorr joined the buzz by aligning their marketing with the series’ theme. Knorr India encouraged fans to experiment with spicy comfort food recipes they could whip up during their Squid Game marathons. A special campaign featured food as the ultimate emotional survival, playfully nodding to the challenges contestants face in the series.
The clip, released two weeks ago, has over 17 million views.
Together, these partnerships captured fans’ attention. It wasn’t just marketing; it was fandom-fueled genius that ensured audiences were just as ready for thrilling binge sessions as they were for their next snack break!
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4. OOH marketing
To promote the release of Squid Game 2, Netflix India executed a massive Out of Home (OOH) takeover that left a lasting impression on audiences. Major cities like Mumbai, Delhi, Bangalore, and Kolkata were flooded with massive billboards, bus shelters, metro stations, and building walls transformed into Squid Game-themed visuals.
Images of the series’ red-and-black-clad guards appeared in unexpected places—standing guard in Delhi’s metro stations, at the famous Faqir Chand shop in Khan Market, and even at the bustling Sarojini Nagar. This immersive campaign brought Squid Game directly into everyday spaces, making fans feel like they were walking through the set itself.
5. Squid Game(s)
Games like Survival 456 and Squid Game: The Game topped the Indian app store charts shortly after the first season’s release. These titles offered players a virtual experience of navigating the series’ dangerous yet addictive challenges, minus the life-threatening stakes. Some games even included leaderboards, where players could compete globally, channelling the competitive spirit of the series.
Indian developers also entered the arena, with games such as Squid Games Challenge 3D and Silly Royale by SuperGaming giving fans a localised twist. These games allowed users to team up with friends or compete solo, immersing them in Squid Game-inspired colourful environments.
(Edited by Prasanna Bachchhav)