As the final season of Stranger Things approaches, Netflix and Instamart have teamed up to launch InstaStrange, a limited-edition gesture-controlled store that lets fans browse and shop merchandise using hand movements. The initiative brings the show’s iconic telekinesis theme into a unique digital shopping experience.
The campaign features a digital video showcasing creators like Sahil Cylinder, Mukesh Kumar Sir, Fauxy, and Carrom King. Presented as a mock breaking-news bulletin, the film follows each creator preparing for the “final battle,” incorporating playful Stranger Things references into their routines. The story culminates in the reveal of the InstaStrange store, merging fandom with interactive technology.
Mayur Hola, Head of Brand at Swiggy, explained, “Stranger Things fans don’t just watch the show-they live in its universe. We wanted shopping to feel a little supernatural too. With Netflix, we created InstaStrange, where users can shop using hand gestures. It’s fun, strange, and makes you feel a bit like Eleven on a mission-much like how most of us feel while shopping anyway.”
Poornima Sharma, Head of Marketing Partnerships at Netflix India, added, “The Stranger Things universe thrives on imagination and friendship. Through Instamart, we’re giving fans an immersive experience that extends beyond the screen, celebrating creativity and bold ideas in both the digital and physical worlds.”
In addition to the online store, Instamart will bring the experience offline with a ‘telekinesis zone’ at DLF CyberHub, Gurugram, featuring themed installations, merchandise, and interactive experiences, allowing fans to step directly into the show’s supernatural universe.
