Netflix brings final Stranger Things chapter to Indian commuters

Netflix has introduced a large-scale, multi-city activation to mark the final season of Stranger Things, transforming everyday urban spaces in Delhi and Mumbai into set-like extensions of the show's universe. The initiative positions Season 5 as a cultural moment for Indian fans, integrating out-of-home, digital, and partnership-led experiences.

At the centre of the campaign is a metro takeover designed to immerse commuters in the world of Hawkins. The Delhi Metro Yellow Line has been fully wrapped with visuals referencing key locations and characters from the series, turning the journey into a stylised representation of the Upside Down. In Mumbai, the Aqua Line features dynamic video integrations that create the illusion of fictional elements crossing over into the real world, echoing the show's central narrative device. Both initiatives aim to fold the series' mythology into routine travel environments.

Across Mumbai and Delhi, public installations build on this theme. Interactive Demogorgon-inspired benches have been placed in high-footfall locations, each carrying the Hindi line ‘Oh Sit Bhai, Kuch Ajeeb Ho Raha Hai’. These serve as both functional seating and a prompt for audience participation. Along the Delhi–Noida Expressway, augmented reality billboards animate creatures and symbols from the show, while auto-rickshaws wrapped in Demogorgon imagery at Mumbai airport display the question ‘Upside Down Chaloge?’. The installations turn familiar routes into narrative-driven spaces that reflect the show’s visual identity.

The campaign has also triggered significant audience engagement online. Fans are producing cultural interpretations of the final season, such as traditional prayer videos dedicated to favourite characters and lifestyle content synchronised to the Stranger Things soundtrack. These posts position the show’s conclusion as a moment of collective sentiment. The tone of the fan-made material suggests that the franchise has grown into a shared social reference point, generating organic visibility for the campaign.

A collaboration with Swiggy Instamart introduces ‘InstaStrange’, which is described as the platform’s first telekinesis-themed shopping experience. Users can navigate and select items through gesture-led interactions, extending the show’s fictional concepts into everyday behaviour. The integration demonstrates how narrative devices from the series can be adapted into promotional consumer touchpoints.

Netflix has also partnered with Vi on a full-funnel initiative centred around a limited-edition Stranger Things SIM kit. The kit is available across Vi stores and shopping centres in India and is accompanied by bundling plans designed to promote Season 5 access. The partnership is structured to drive both acquisition and consideration across demographic groups already engaged with mobile entertainment.

Netflix states that its overarching approach involves combining local context with globally recognisable storytelling. The Stranger Things campaign reflects this strategy through a mix of on-ground events, brand partnerships, social conversation, and media integrations. The company positions innovation as its core principle in ensuring that each story reaches audiences through multiple, culturally relevant entry points.