The campaign stands out for its use of ‘Lauki’ (Bottle Gourd), a common summer vegetable in Indian households, which has been an integral part of the series’ narrative.
The campaign, which ran for a week both online and offline, began on April 29. Prime Video initiated the campaign by launching a website – www.panchayat3date.com, featuring the date announcement creative covered with laukis. Visitors were urged to pluck (click) the iconic Phulera ki laukis to unveil the official launch date. Concurrently, billboards across Mumbai and Delhi were adorned with laukis, concealing the date and sparking curiosity among onlookers.
As the laukis were being removed online, the progress was mirrored on the hoardings across Delhi and Mumbai, further fueling public excitement. The campaign engaged over one million people, with 14,02,077 laukis being clicked off from the image on the webpage. The cast of Panchayat, along with several social media influencers, urged fans to participate in this unique initiative by posting about the campaign on their social media handles.
The on-ground initiative extended to prominent vegetable markets in major and smaller cities nationwide, such as Mumbai, Ahmedabad, Jaipur, Lucknow, Chandigarh, Indore, and New Delhi. These markets were flooded with laukis bearing the release date, accompanied by visits from the series’ cast, amplifying awareness of the show among the general public.
Prime Video also gifted the launch date stamped laukis, considered by many as the lucky mascot of the original series Panchayat, to several social media influencers.
Panchayat, with its light-hearted, realistic narrative and characters, has become a ‘comfort watch’ for many, helping them tackle the mundane, stressful lives they lead. Over the last 4 years, the series has proved to be a ‘comfort watch’, across demographics and age groups. Based on this customer insight, the streaming service conceptualised the campaign line, ‘Tension Khatam. Panchayat Shuru’, with hoardings spreading the message of ‘Panchayat Lijiye’, as a magic pill to drive away all your worries and leaving you with a smile and a lighter mood.
Through targeted advertisements, engaging social media content, and interactive experiences, Prime Video saw an unprecedented level of engagement amongst existing as well as potential customers. The success of this campaign underscores Prime Video’s commitment to delivering exceptional content and experiences to viewers worldwide.
Prime Video executed the campaign alongside its agency partners Kulfi Collective, So Cheers, Initiative (IPG) and Trzy Innovationz.
Created by The Viral Fever, Panchayat S3 is directed by Deepak Kumar Mishra and written by Chandan Kumar. The star cast boasts Jitendra Kumar, Neena Gupta, Raghubir Yadav, Faisal Malik, Chandan Roy, and Sanvikaa in pivotal roles. The new season will premiere in Hindi, with dubs in Tamil, Telugu, Malayalam, and Kannada, exclusively on Prime Video in India and across more than 240 countries and territories worldwide on May 28.
Also Read: Rupali Ganguly: A Versatile Persona and Her Brand Endorsements
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