Fans step inside the world of Phulera as Butkun ki Dukaan becomes a real, shoppable destination through Prime Video’s innovative campaign.
MUMBAI, INDIA – July 3, 2025: Amazon Prime Video’s critically acclaimed Original Series, Panchayat, has returned with its highly anticipated Season 4, and this time fans aren’t just watching the drama unfold — they’re living it. Through a groundbreaking partnership with Instamart, and brought to life by WPP OpenDoor, the show’s iconic Butkun ki Dukaan has been recreated as an immersive digital experience, delivering a slice of Phulera village straight to viewers’ smartphones.
Panchayat has earned a cult following over three successful seasons, boasting an IMDb rating of 9 and a place in the IMDb Global Top 250 and India’s Top 50 Most Popular Web Series. Beloved characters like Sachiv Ji, Pradhan Ji, Manju Devi, Binod, and Prahlad have resonated with millions, and Season 4 promises deeper rivalries, richer emotional arcs, and the rustic charm fans crave.
Bringing Phulera to Life Through Instamart
Recognizing Butkun ki Dukaan as the heart of the show where characters swap gossip over chai and samosas, the WPP OpenDoor team crafted a digital destination centered on this beloved spot. From June 26 to July 3, between 4 PM and 7 PM, Instamart users opening the app were greeted with a fully branded Butkun ki Dukaan interface, offering curated local snacks inspired by Panchayat’s vibrant storytelling.
Select Instamart orders also included exclusive Panchayat-themed flyers, sparking conversation with the season’s burning question: Kranti Devi or Manju Devi? This hyper-local activation blurred the lines between fiction and reality, seamlessly weaving the show’s narrative into fans’ daily lives.
Redefining IP-Led Storytelling
“By identifying a cultural touchpoint fans already love and integrating it into a digital shopping experience, we’ve reimagined how storytelling can extend beyond screens,” said the team at WPP OpenDoor. “This isn’t just about marketing; it’s about building cultural moments and emotional connections that fans can see, experience, and share.”
The innovative campaign exemplifies how brands can create IP-led experiences that go beyond traditional advertising to deliver immersive, interactive, and memorable fan engagement — redefining the power of storytelling in India’s dynamic digital landscape.