Ad Campaigns
Knorr & Netflix set off a dare-to-slurp-ramen-noodles craze ahead of the Squid Game 2 launch
MUMBAI: Fans of the hit Korean global hit Squid Game and of Korean cuisine have a double delight coming their way. Not only will they get to the watch its second season when it hits Netflix on 26 December they will also get to slurp up their Korean noodles while watching the show.
Food major Knorr – part of Hindustan Unilever- has partnered with Netflix to launch a special edition Korean ramen range inspired by the show. This includes Squid Game-themed packs in three flavors: Jjajangmyeon, Spicy Kimchi, and Gochujang Chicken.
A 90-second film has been launched featuring masked guards and a front man challenging a group of young participants to finish a bowl of spicy Korean ramen in 60 seconds. If they fail, the frontman warns, they will be eliminated. The participants dig into their bowls and slurp away to their soul’s delight, but they also find it spicy. The red light-green light doll, Young-hee, makes a cameo and looks around. As the seconds tick down, one of them drops down a trap door as he has been tardy in his eating. The others hurry to finish their bowls. As the stop clock stops, those who don’t finish, drop down trapdoors.
And the front man removes his mask to reveal himself to be Gulshan Grover mouthing his famous dialogue: “Front man. Nooo baaaad maaan.”
Throughout the film, the background music and chants are inspired from the Squid Games series, making for an eerie and thrilling film. It ends with a voice over challenging audiences watching the film to dare to enter the dare to slurp challenge.
Consumers can do so by picking up a special Knorr Squid Game pack which features designs from the series and includes a QR code for the Dare-to-Slurp game, offering them a chance to win a trip to Seoul and attend a Squid Game fan event.
The film – which also has a 40 second version – is being blasted across YouTube, Instagram, Facebook and heard on Spotify. On YouTube, it had generated 10 million views in just nine days.
An extensive out of home advertising campaign has been planned.
As of the night of 19 December, key opinion leaders (read influencers) had been posting videos about them taking part in the challenge. Knorr’s digital campaign features 45 of them including Orry, Urfi, Falguni Pathak, and Yashraj Mukhate, taking on the Dare to Slurp challenge. Underground rappers Big Deal, Yungsta, Yoki, and Seige are also creating exclusive raps for the campaign.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
