Netflix India takes the OOH route for Squid Game Season 2

Netflix has unveiled a set of activations for Squid Game Season 2. From unexpected surprises at metro stations to a takeover at music festival Sunburn, Squid Game S2 is bringing fans into the action.

Netflix has also teamed up with artist Hanumankind for an anthem, “The Game Don’t Stop”. Closer home, the iconic Pink Guards escorted the global sensation 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.

Netflix is also taking over the Delhi Metro, 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.

In association with Netflix, Knorr launched a 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.

Srivats TS, 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."