Netflix’s Squid Game 2 x Cadbury 5 Star campaign stuns India with a quirky twist
In a brilliant collision of worlds, Cadbury 5 Star and Netflix’s Squid Game 2 launched a mind-bending campaign earlier this month, turning India into a nation on a massive hunt.
The challenge?
Spot a Cadbury 5 Star pack with the show’s iconic symbols: Circle, Triangle, and Square.
The jackpot?
A hefty 4.56 million Korean Won (RM 13,854.00).
What ensued was a nationwide scramble that captured hearts and social feeds alike.
But as with any Squid Game-inspired twist, this contest had a hidden agenda—one that would leave even the most enthusiastic hunters stunned.
The Great Chase and the Final Revelation
Hints dropped on social media directed contestants to hotspots with “special” packs, but unbeknownst to many, the secret to winning lay hidden in plain sight.
Every single Cadbury 5 Star pack in India already bore the Circle, Triangle, and Square symbols, a feature present for years.
The “special pack” everyone sought didn’t exist.
Amid the frenzy, Megha Madhvan emerged victorious without lifting a finger.
While others combed through stores, Megha noticed the familiar symbols on a Cadbury 5 Star lying at home.
A simple DM with a picture earned her the grand prize, proving that, sometimes, the best way to win is to do nothing at all.
Reinventing “Do Nothing” Marketing with a Twist
For years, Cadbury 5 Star has embraced its signature “Eat 5 Star, Do Nothing” philosophy, encouraging consumers to take life a little less seriously.
This campaign, crafted by Ogilvy Mumbai, ingeniously extended that ethos, blending the chocolate brand’s quirky humour with the high-stakes drama of Squid Game.
“This partnership brought together the intensity of Squid Game and our counter-culture philosophy to create a campaign that’s as irreverent as it is unexpected,” shared Nitin Saini, VP-Marketing, Mondelez India.
The result? A marketing masterstroke that celebrated simplicity amidst chaos.
Building Hype, One Touchpoint at a Time
The campaign’s media strategy, orchestrated by Wavemaker India, masterfully heightened anticipation.
By mirroring Squid Game’s gripping narrative, the team crafted an experience that was as thrilling as the show itself.
Every touchpoint reinforced the suspense, ensuring the campaign was unmissable.
“Our approach merged the high stakes of Squid Game with Cadbury 5 Star’s irreverent charm, making the partnership both immersive and surprising,” explained Shekhar Banerjee, Chief Client Officer at Wavemaker India.
Lessons from a Brilliant Collaboration
This campaign is a testament to the power of unconventional marketing.
By fusing the intensity of Squid Game with Cadbury 5 Star’s laid-back ethos, the collaboration created a cultural moment that resonated deeply.
Sukesh Nayak, Chief Creative Officer at Ogilvy India, summed it up best: “Sometimes, to win in life, you just need to not take it too seriously.”
As Squid Game 2 premieres on Netflix this December 26, the campaign serves as a reminder of the brilliance that happens when brands embrace bold, unexpected ideas.
For Cadbury 5 Star, doing nothing truly continues to be everything.
