Hindustan Unilever's ramen brand, Knorr and Netflix have partnered to spread awareness before the launch of the OTT platform's second season of Squid Game which will be premiering on 26 December.

For this, they have rolled out a campaign 'Dare to Slurp', that blends the fandom of the Korean show that the series enjoys with the flavours of its Korean ramen range, infusing a cross-cultural tie between K-culture and K-food.

The campaign, features an ad film that immerses viewers in the world of Squid Game, beginning with masked pink guards assembling the 'players' for a high-stakes challenge orchestrated by the enigmatic frontman. The game revolves around Knorr’s ramen, where players who fail to finish slurping their bowls within the stipulated time face elimination. Adding to the suspense, the iconic red-light-green-light doll, Young-hee, makes a thrilling cameo. The tension peaks as the masked frontman is revealed to be Bollywood’s legendary villain, Gulshan Grover, who delivers a signature one-liner urging audiences to embrace the joy of slurping. The score, inspired by Squid Game’s hauntingly minimalist soundtrack, integrates loud slurping sounds, reinforcing Knorr’s message that slurping is more than acceptable and that it’s a celebration of Korean culinary tradition.

What do we think about it: It masterfully blends the cultural thrill of Squid Game with the rich flavours of Korean ramen, creating an immersive K-culture experience. With its momentous narrative and bold integration of fandom, the film does a good job of keeping the viewer hooked.

Priyanka Ganguly, head of foods and food services, Hindustan Unilever, said, "At Knorr, we're driven by a passion for bringing bold and exciting flavours to our consumers. 'Korean' is a cultural phenomenon trending in India and with our Korean Ramen launch last year, we entered an exciting new space to cater to evolving consumer interests. Our collaboration with Squid Game reflects our commitment to authenticity and creating meaningful connections with fans of Korean culture. We’re thrilled to pair the drama and excitement of Squid Game with our flavourful ramen for an unforgettable experience.” 

Poornima Sharma, head of marketing partnerships, Netflix India, said, “Our brand partnerships are intended to connect fans with the stories and characters they love on Netflix, extending their experience beyond the screen. Our collaboration with Knorr takes the Squid Game experience a notch higher and beyond the screen, adding a flavorful twist to the Squid Game watch party. This partnership blends the high-stakes drama of the series with the bold, authentic flavours of Korean ramen, making every episode even more unforgettable. It’s not just about watching, it’s about tasting, savouring, and getting lost in the twisted world of Squid Game, all from the comfort of your home.”

Additionally, Knorr’s integrated digital campaign brings the Squid Game fandom to life with 45 content creators, including names like Orry, Uorfi, Falguni Pathak, and Yashraj Mukhate, showcasing their unique takes on the “Dare to Slurp” challenge. Adding a twist, underground rappers Big Deal, Yungsta, Yoki, and Seige are crafting exclusive raps in their signature styles for the campaign as well.

The campaign has been active across platforms such as YouTube, Spotify, Instagram, and Facebook.