Knorr & Squid Game: Dare to Slurp!

Get ready to slurp! Knorr, the popular soup and ramen brand from Hindustan Unilever Limited (HUL), has joined forces with the globally acclaimed Netflix series, Squid Game, for an exciting campaign. As the Korean wave, or "Hallyu," sweeps across India, influencing music, fashion, and entertainment, K-food is also gaining immense popularity. In Korea, slurping ramen is not just a way to eat; it's an expression of joy, respect for the chef, and appreciation for the delicious dish.

To celebrate this cultural exchange, Knorr and Netflix have launched a unique TVC. The commercial, set in the thrilling world of Squid Game, features masked guards and the iconic red light-green light doll, Young-hee. Players are challenged to finish a bowl of Knorr's Korean ramen within a time limit, with elimination awaiting those who fail. The tension escalates as the masked frontman, portrayed by a renowned Bollywood villain, urges viewers to embrace the art of slurping with gusto.

Priyanka Ganguly, Head of Foods and Food Services at HUL, expressed her excitement about the collaboration, stating, "At Knorr, we are passionate about bringing bold and exciting flavors to our consumers. Our partnership with Squid Game reflects our commitment to authenticity and creating meaningful connections with fans of Korean culture."

Poornima Sharma, Head of Marketing Partnerships at Netflix India, emphasized that this collaboration extends the Squid Game experience beyond the screen. "This partnership blends the high-stakes drama of the series with the bold, authentic flavors of Korean ramen, making every episode even more unforgettable," she added.

To further engage fans, Knorr has introduced limited-edition Squid Game-themed ramen packs featuring designs inspired by the series. These packs come in three authentic Korean flavors: Jjajangmyeon, Spicy Kimchi, and Gochujang Chicken, each offering a unique blend of spice, sweetness, and umami.

The campaign also includes a captivating digital presence, featuring 45 top creators, including Orry, Uorfi, Falguni Pathak, and Yashraj Mukhate, participating in the "Dare to Slurp" challenge. Additionally, renowned underground rappers are contributing exclusive raps to the campaign, adding a dynamic musical element.

This innovative collaboration between Knorr and Squid Game aims to break cultural barriers and encourage Indians to embrace the delicious and joyful experience of slurping ramen.