Knorr dares Mumbai to slurp with bold Squid Game inspired billboard campaign

Knorr’s latest campaign for its Korean Ramen, in collaboration with Netflix’s Squid Game 2, has taken outdoor advertising to the next level with a bold and visually striking execution. Designed to spark curiosity and appetite, the campaign dares audiences to “Slurp” in a way that seamlessly merges creativity with brand storytelling.

Displayed on strategically placed billboards in Mumbai’s bustling Juhu neighborhood, a hotspot for food lovers, the campaign presents a unique visual illusion. The innovative execution features a split billboard where the left side showcases a character in a signature Squid Game-inspired tracksuit, mid-slurp, while the right side displays a steaming bowl of Knorr Korean Ramen. The real magic happens with an extended 3D noodle installation connecting both sides, making it appear as if the character is pulling the noodles straight from the bowl, bringing the static billboard to life.

Executed by Rapport on RoshanSpace billboards, the campaign takes a fresh approach to out-of-home advertising by proving that innovation does not always require motion. Instead, a well-thought-out concept, immersive storytelling, and precise placement can create an eye-catching and interactive experience. “Our aim was to challenge conventional OOH formats and create campaigns that resonate with the pulse of Mumbaikars. A city known for its vibrant energy and trendy vibes, our assets offer the perfect canvas for brands’ vision. The ‘Dare’ execution represented an invitation to experience innovation that stirs curiosity and appetite alike,” said Junaid Shaikh, Managing Director of RoshanSpace Brandcom.

By transforming a simple billboard into an engaging spectacle, the campaign captures the essence of visual storytelling while reinforcing Knorr’s adventurous brand personality. Positioned in a high-footfall area, the striking installation has successfully captivated audiences, making it a memorable and immersive experience for food lovers and fans of the Squid Game series alike.