WPP OpenDoor turns Panchayat’s 'Butkun ki Dukaan' into a Instamart digital shop

Amazon Original Series Panchayat returns with Season 4. Prime Video has partnered with Instamart to recreate the show’s Butkun ki Dukaan as a digital experience accessible on mobile phones across India. The campaign was conceptualized and executed by WPP OpenDoor.

WPP OpenDoor created a digital experience to engage fans with the world of Panchayat. They chose Butkun ki Dukaan, a key setting in the show, as the anchor for the campaign. In partnership with Instamart, they turned the fictional shop into a shoppable digital destination.

From June 26 to July 3, 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. 

The campaign by WPP OpenDoor extends IP-led storytelling beyond screens by creating a media experience that fans can access and share online.