New Delhi: Knorr, the popular ready-to-cook food brand, has partnered with the global phenomenon Squid Game in a unique campaign that fuses the show’s intense drama with the delicious flavors of Knorr’s Korean Ramen range. This collaboration aims to introduce Indian audiences to the Korean cultural tradition of slurping as an expression of enjoyment and respect for the chef.
The campaign features a captivating TV commercial inspired by the iconic visuals and sounds of Squid Game. In a playful twist, the ad places contestants in a high-stakes slurping challenge where they must finish their Knorr Korean Ramen within a time limit to avoid elimination. Adding to the excitement, the infamous red-light-green-light doll, Young-hee, makes a surprise appearance. The commercial culminates with a well-known Bollywood villain delivering a memorable line encouraging viewers to embrace the art of slurping.
Priyanka Ganguly, Head of Foods and Food Services at Hindustan Unilever, emphasized Knorr’s commitment to introducing exciting flavors and catering to evolving consumer interests, particularly the growing popularity of Korean culture in India. Poornima Sharma, Head of Marketing Partnerships at Netflix India, highlighted the goal of creating immersive experiences for fans beyond the screen, blending the show’s drama with the authentic flavors of Korean ramen.
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To further amplify the campaign, Knorr has enlisted 45 prominent creators, including Orry, Uorfi, Falguni Pathak, and Yashraj Mukhate, to participate in the “Dare-to-Slurp” challenge and share their unique interpretations. Additionally, underground rappers Big Deal, Yungsta, Yoki, and Seige will contribute exclusive raps, adding another layer of dynamism to the campaign.
The “Dare-to-Slurp” campaign will be visible across major digital platforms, including YouTube, Spotify, Instagram, and Facebook, inviting audiences to engage with the exciting world of Squid Game while enjoying the delicious flavors of Knorr’s Korean Ramen.
