The K-pop dramas and the western content attracted Indian audiences towards their content during the time of Corona where everyone wanted to be at home and had no other option other than exploring content from various online streaming platforms such as Amazon and Netflix.Â
the series, Squid Game can never be missed. The series was first introduced in India in September 2021, and even the creators of the show would have never imagined its success among the Indian audience.
The story revolves around a group of people, who are deeply immersed in debt and are desperate to take any risks to overcome their financial struggles. This leads them to participate in dangerous games designed especially for Children. The storyline and the characters are so relatable that the Indian audience connected with Squid Game naturally. People say reality is stronger than fiction. though it is a fictional story the realism in the story elements caught the attention of the audience in India
What Could Be the Reason for Squid Game’s Success in India?
The taste of Indian audiences has changed with time. The Indian audience’s curiosity in exploring new content with accessible online platforms could also be one of the reasons for the Squid Game’s popularity. the Squid game is loved by all, some people hate it too. The economic struggles and hardships presented with relatable characters made the Squid game popular among Indian audiences
For instance, we could take Seong GI-Hun’s character. His character is flawed but yet relatable. His challenges and financial struggles for his family have connected the youth generation to his character. Another important aspect is that the young generation has already fallen in love with K-pop dramas and Squid Games just adds to their list.
Marketing Based on Squid Game Themes
As Squid Game and the Squid Game season 2 became popular in India, many popular brands started incorporating Squid Game themes and ideas into their marketing strategies to market their products. For example, Zomato tweeted a witty take on the ‘ red light’ ‘, green light’ game to promote its delivery service. Paytm posted various memes inspired by the series’ recognizable symbols: the circle, triangle, and square.
Apart from promotions on social media, certain brands took a step further and also launched campaigns based on the Squid game. Burger King India introduced a limited-time menu option called the ” Squid Game Burger” featuring a design inspired by the show’s logo.
The Vice President of the Marketing team at Netflix stated that the marketing campaigns of Netflix aim to extend the stories beyond the screen creating immersive experiences and partnerships. He further stated that they focused on the elements that defined the show and built a culturally resonant campaign around them.
Negative Aspects
The show’s violent themes and graphic imagery raised concerns among the teachers and the parents about the impact it would have on children’s minds. The teachers and the parents complained that students mimicking the games shown in the squid game would cause danger to the children. Further critics also debated on the ethics of its themes of poverty and exploitation. They argued that the marketing campaigns trivialized the serious issues Squid Game has addressed.
With a passion for news writing and a deep interest in Journalism, Bowrna wants to write articles that create an impact. Not only writing, she also has a passion for voiceovers and also aspires to become a Radio Jockey in the future. When not writing, she likes to listen to songs and dance to her heart's content. She is proficient in English, Tamil and Hindi.
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