Panchayat, the Amazon Original Series, is back with a different experience. Now, the fans aren’t just watching from their screens; they are stepping right into Phulera. Prime Video, in a tie-up with Instamart, has brought the show’s iconic Butkun ki Dukaan to life as a digital experience right on your phone. Behind this immersive experiential campaign is WPP OpenDoor. The show’s reach is undeniable. From metro cities to the remotest corners, Panchayat has fans everywhere. Characters like Sachiv Ji, Pradhan Ji, Manju Devi, Binod, and Prahlad have gone from screen to meme to moment. Season 4 promises more of that same grounded, emotional, and oddly relatable drama.
WPP OpenDoor and Instamart built a mobile-first digital experience grounded in the heart of the show. Running from June 26 to July 3, Instamart app users who logged in between 4 and 7 pm stumbled upon a surprise. A nostalgic, themed interface. It looked just like Butkun ki Dukaan from the series. In that interface, regional snacks, carefully chosen to evoke the authentic flavors and setting of the show. Some lucky Instamart customers received special Panchayat-themed flyers with their deliveries. These were flyers trickly referring to one of the developing storylines of that season and asking an inviting question: “Kranti Devi or Manju Devi?”
The connection between the audience and the characters grows as the play unfolds in Phulera. And with campaigns such as this one, that connection goes beyond the screen. WPP OpenDoor said the idea was to “pull fans into the world of Phulera, not just emotionally, but also interactively.”Viewers weren’t just observing the narrative; they were living it through snacks, stories, and surprises tied to the show’s vibe.
What this shows is where entertainment is headed. Streaming platforms are pushing content towards cultural touchpoints. Every day, digital moments, like ordering groceries, now come with a side of story. WPP OpenDoor put it well: “A media experience that fans can watch and share… engaging fan content that is entertaining, enjoyable and impossible to ignore.” And they weren’t wrong.
