When ‘Squid Game’ debuted in India in September 2021, we bet even the creator of the series Hwang Dong-hyuk didn’t expect it to be such a massive hit. It became an overnight global sensation that broke all the language and cultural barriers. The series revolves around a group of people who are deeply immersed in debt, and thus, are desperate to take extreme risks to break the shackles of their financial struggles. In an attempt to escape the financial struggles, they willingly participate in lethal games designed for children. They give their consent to be a part of the deadly game in the hope of a better future.
They say reality is stranger than fiction and perhaps that is what helped the series to resonate with the audience at a global level. Despite being fictitious, it did take inspiration from real-world violence; and thus, with the intense storyline, harsh realism, and sharp critique of economic disparity it touched the hearts on a global scale, particularly in India.
Further, it is worth noting that the show not only enthralled viewers but also ignited a surge of creative reinterpretations, brand partnerships, and a greater admiration for Korean entertainment.
A Perfect Match
India is blessed to have a full-fledged entertainment industry of its own. At the same time, the evolving content-consuming trends have shown the Indian audience’s electric taste in entertainment. This is one of the reasons why the audience has embraced ‘Squid Game’ with both arms wide open.
We are not saying that there isn’t a fraction who might have not enjoyed the show, but the fact remains that whether you love it or hate it, you can’t deny that the series struck a chord with Indian audiences. One of the major reasons behind the same was its exploration of financial hardship, societal expectations, and ethical conflicts.
In addition to this, it goes without saying that the credit for the show’s universal appeal goes to its characters. For instance, let’s begin with the protagonist Seong Gi-hun. He is flawed but relatable. Neck-deep in debt, he has family issues and a sense of inadequacy. His challenges echoed the sentiments of the major populace.
Another thing that we need to factor in is the demography. The younger population in India has already found love in K-pop, K-dramas, and Korean culture. For them ‘Squid Game’ is an extension of their existing interests.
A Marketing Bonanza for Indian Brands
From ‘Squid Game’ to ‘Squid Game 2’ to now the highly anticipated third season, it franchise allowed the Indian brands to incorporate its themes and visuals into their marketing approaches. Companies such as Zomato, Paytm, and Netflix India used references from the series to connect with their audiences. For example, Zomato tweeted a witty take on the show’s “red light, green light” game to promote its delivery service, while Paytm posted memes inspired by the series’ recognizable symbols: the circle, triangle, and square.
Further, this marketing excitement extended beyond social media. Some brands took it a step further by launching campaigns influenced by the show. For instance, Burger King India introduced a limited-time menu option called the ‘Squid Game Burger,’ featuring a design inspired by the show’s logo. These initiatives not only increased sales but also reinforced the cultural significance of ‘Squid Game’ in India.
“At Netflix, our marketing campaigns aim to extend stories beyond the screen, creating immersive experiences and partnerships that deepen fans’ connections to the worlds they love. We focused on the elements that defined the show and built a culturally resonant campaign around them. From collaborating with the global sensation Hanumankind for an electrifying anthem to bringing Squid Game off-screen with on-ground challenges at the Sunburn festival, bespoke brand integrations with Knorr, 5 Star, and Swiggy Instamart, pink guards guarding iconic Indian locations, and talents like Diljit Dosanjh—each of these activities drove extraordinary traction and recall. Squid Game had many iconic elements that led to exciting user-generated content as well,” shared Srivats TS, Vice President, of Marketing, Netflix India, in an exclusive conversation with us.
He added, that the anticipation of the new season, coupled with innovative storytelling in their marketing outreach, ensured Squid Game pierced through pop culture while inspiring collaborations that creatively tapped into the power of global storytelling.
Lessons for Indian Entertainment
With every trend comes teachings and thus, ‘Squid Game’ success in India offered valuable lessons for the local entertainment industry. It showed that transing cultural barriers comes easy if you are equipped with high-quality storytelling, relatable characters, and universal themes.
Some of the major milestones that the series recorded on an international level are:
- ‘Squid Game’ Season 2 has remained in the Global Top 10 (Non-English) on Netflix for 3 weeks since its release, a testament to its sustained global appeal.
- The series has dominated the global streaming landscape, holding the #1 spot in 70 countries while trending in the Top 10 in 93 countries.
- In its first three days, Season 2 amassed over 68 million views, setting a new benchmark for Netflix debuts, surpassing the previous record of 50.1 million set by Wednesday.
- ‘Squid Game’ S2 was at the Number 1 spot consecutively for three weeks on India’s Top 10 Shows List
Indian directors and showrunners observed how ‘Squid Game’ integrated social critique with compelling storytelling, igniting discussions about emulating this approach in Indian media.
Streaming services in India acknowledged the necessity of funding varied, global content. Services like Netflix India and Amazon Prime Video started to acquire a greater number of international titles, appealing to an audience hungry for new and captivating stories.
The Dark Side of Popularity
However, as they say, no tale of success comes without hiccups. The show’s violent themes and graphic imagery raised concerns. People were worried about the kind of impact it would leave on younger viewers. Schools in India reported incidents of children mimicking the games, leading to warnings from educators and parents.
Further, where on the one hand, the series resonated because of its subject, on the other hand, several debated about the ethics of capitalizing on its themes of poverty and exploitation. Critics argued that the marketing campaigns and merchandise trivialized the serious issues ‘Squid Game’ sought to address.
A Lasting Legacy
Despite these controversies, ‘Squid Game’ has left an indelible mark on Indian pop culture. It entertained, inspired, and did a lot more than simply engaging the audience.
And now with the anticipation around the third season, one can only wait and see how the series further impacts social, cultural, and marketing trends in India.