Fans can shop local snacks inspired by the show through a digital storefront on Instamart
With the return of Amazon Original Series Panchayat Season 4, Prime Video has teamed up with Instamart to bring the show’s iconic Butkun ki Dukaan to life as a digital shopping experience. The campaign, conceptualised and executed by WPP OpenDoor, offers fans a unique way to engage with the show beyond the screen.
WPP OpenDoor selected Butkun ki Dukaan-a popular shop in the fictional village of Phulera-as the focal point for a shoppable experience. From June 26 to July 3, between 4 PM and 7 PM, users opening the Instamart app are welcomed by Butkun ki Dukaan, featuring a curated collection of local snacks inspired by the show’s rustic setting and flavour.
The collaboration goes beyond food. Select customers receive Panchayat-themed flyers in their orders, teasing the big question of the season: Kranti Devi or Manju Devi? This cleverly integrated promotion adds a narrative twist to daily deliveries, blending fiction with real-life moments.
The campaign exemplifies IP-led storytelling that breaks beyond conventional advertising. By transforming a beloved set piece from Panchayat into an interactive brand experience, WPP OpenDoor and Instamart have crafted a media activation that fans can engage with, enjoy, and share-bridging the gap between content and commerce in an innovative, hyper-local way.
