Netflix has rolled out an extensive promotional drive for Stranger Things across India, turning metros, airports and a range of public spaces into immersive experiences as anticipation builds for the fifth and final season. The show is set to premiere on 26 November 2025, and the streamer has launched its most expansive Indian marketing campaign to date to mark the occasion.

How has Netflix transformed India’s metro systems?

A central highlight of the campaign is a fully wrapped train on Delhi Metro’s Yellow Line, designed to plunge everyday commuters into the eerie atmosphere of the Upside Down.

In Mumbai, the Aqua Line showcases dynamic video content that merges real locations with the show’s distinctive supernatural visuals. These metro installations quickly went viral in late November, with travellers posting photos and videos of the unexpected transformation across social platforms.

What public installations and brand tie-ups are part of the campaign?

Netflix has extended its presence beyond transport hubs with a series of quirky and interactive public installations. Across Mumbai and Delhi, viewers can spot Demogorgon-themed benches with the Hindi message, “Oh Sit Bhai, Kuch Ajeeb Ho Raha Hai,” which roughly means, “Sit down, something strange is happening.” Along the Delhi-Noida Expressway, AR billboards bring creatures from the series to life as vehicles drive past. At Mumbai airport, auto-rickshaws wrapped in Demogorgon artwork greet passengers with the playful line, “Upside Down Chaloge?” asked as “Will you go to the Upside Down?”

This season’s rollout also marks Netflix’s largest collaboration for Stranger Things in India. Swiggy Instamart introduced “InstaStrange,” a gesture-controlled shopping feature that lets users buy exclusive show merchandise using hand movements, echoing the telekinesis seen in the series.

The feature debuted on 24 November with a digital campaign featuring Indian content creators, gathering 2.8 million views and 95,000 shares in just 24 hours. A physical version of the experience opened at DLF CyberHub in Gurugram on 27 November.

Vi has also joined the campaign by releasing 10,000 limited-edition Stranger Things-themed SIM kits in eight cities, including Delhi, Mumbai, Bengaluru and Chennai. These kits are offered with specific post-paid plans starting at ₹871 and include access to a “Spin the Wheel” game that gives users the chance to win Netflix merchandise and promotional perks.

What has been the audience response?

The campaign has ignited enthusiastic fan participation across social media. Viewers have posted a wide range of content, from playful prayer ceremonies for characters to lifestyle clips set to the series’ soundtrack.

Season 5 has already drawn in 59.6 million views within its first five days, making it the biggest English-language launch on Netflix.

The final season will arrive in three parts, with Volume 2 set for release on 25 December and the concluding instalment scheduled for 31 December 2025.