Mumbai, July 3, 2025: Amazon Original Series, Panchayat, returns with a bang with Season 4 — and this time, fans don’t just watch the story unfold, they experience it. Prime Video has partnered with Instamart to recreate the show’s iconic Butkun ki Dukaan as an immersive digital experience, reaching audiences across India right through their phones. This experiential campaign has been conceptualized and brought to life by WPP OpenDoor.
With three acclaimed seasons and an IMDb rating of 9, Panchayat has achieved steady place in the IMDb Global Top 250 and India’s Top 50 Most Popular Web Series. Its characters like Sachiv Ji, Pradhan Ji, Manju Devi, Binod, and Prahlad are etched into the hearts of millions, and the new season promises intensified rivalries, emotional depth, and the rustic charm fans adore.
Bringing these characters closer to people, WPP OpenDoor team crafted an innovative immersive digital experience that pulls fans into the world of Phulera — not just emotionally, but interactively. They identified Butkun ki Dukaan, the heart of the show where characters discuss life over chai and samosas, as the perfect anchor. By partnering with Instamart, India’s largest online food delivery platform with 35 million+ monthly active users, they turned that fictional setting into a real, shoppable, digital destination.
From 26th June to 3rd July, between 4 PM and 7 PM, Instamart users are greeted with Butkun ki Dukaan as soon as they open the app, featuring a curated selection of local snacks inspired by the show. But the experience goes beyond food — select customers will also receive Panchayat-themed flyers for orders placed on Instamart, teasing this season’s big election question: Kranti Devi or Manju Devi? This hyper-local extension brings storytelling into everyday life, blurring the lines between fiction and reality.
This innovative campaign, powered by WPP OpenDoor, redefines how IP-led storytelling can extend far beyond screens — building cultural moments, emotional connection, and everyday relevance. By creating a media experience that fans can see, and share, WPP OpenDoor has delivered engaging fan content — one that’s immersive, delightful, and impossible to ignore!
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