WPP OpenDoor Turns Panchayat’s ‘Butkun ki Dukaan’ into a Shoppable Digital Experience on Instamart

Prime Video’s Panchayat Season 4 arrived not just with new episodes, but with a marketing idea that turned heads and clicked carts. In collaboration with Swiggy Instamart and creative agency WPP OpenDoor, the campaign brought the beloved fictional shop ‘Butkun ki Dukaan’ into the real world through a fully immersive, in app shopping experience.

From June 26 to July 3, between the hours of 4 PM and 7 PM, Instamart users across India were welcomed with a surprise   the digital storefront of Butkun ki Dukaan right on their phones. But this was more than a cosmetic skin. The store featured a curated list of local, rural inspired snacks and goodies that mirrored the taste and tone of the show. Each item, each visual, and even the name of the shop was carefully chosen to feel like an extension of the Panchayat universe.

But the brilliance of the campaign was not just in the visuals or the products. It lay in the way it turned everyday app behavior into fandom interaction. It took a routine grocery run and turned it into a trip to Phulera, one of India’s most beloved fictional villages. By choosing a narrow time slot, the campaign created a sense of urgency and exclusivity, prompting fans to log in at the right time and discover the experience.

To further deepen the connection, select customers also received Panchayat themed flyers with their deliveries. These flyers teased key questions from the new season, like “Kranti Devi or Manju Devi?”, building buzz while also reminding fans that this wasn’t just a snack delivery   it was a piece of the show.

The campaign masterfully fused brand storytelling with platform innovation. It showed how creative teams can extend intellectual properties into functional media touchpoints that aren’t just scroll worthy, but actually shoppable. It also marked a new chapter in how fictional worlds can merge with e commerce, providing fans with experiences that go beyond passive viewership.

WPP OpenDoor’s strategy was more than just IP extension. It was IP immersion. It pulled characters, settings, and drama off the screen and placed them into everyday moments, proving that marketing doesn’t need a billboard or a jingle to win hearts   it needs context, culture, and timing.

The result? A snack break that felt like a scene from your favorite series. A delivery bag that carried more than food   it carried emotion, nostalgia, and hype. This was not just marketing. It was storytelling designed to live where the audience already is   on their phones, in their routines, and now, in Phulera.

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