Prime Video’s ‘Lauki’ Strategy: A Fresh Approach to Marketing Panchayat Season 3

Prime Video recently launched a unique marketing campaign to announce the release date of its upcoming original series, Panchayat Season 3.
admin

admin

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 ‘Lauki’ Campaign

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.

The Impact

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.

On-Ground Initiative

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.

The ‘Lauki’ Gift

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: A Comfort Watch

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.

The Success

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.

The Team Behind the Campaign

Prime Video executed the campaign alongside its agency partners Kulfi Collective, So Cheers, Initiative (IPG) and Trzy Innovationz.

About Panchayat Season 3

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

Recent Post

Mamaearth’s Heartfelt Campaign: Celebrating Maternal Wisdom

Yuvraj Singh Becomes Brand Ambassador for IPL Biologicals

Ravindra Jadeja Becomes Brand Ambassador for Caltex Lubricants

Disney+ Hotstar’s ‘Free for All’ Campaign: Har Match Har Ball Extension

India vs Pakistan: Star Sports Brings Back ‘Mauka-Mauka’ Characters Ahead of T20 World Cup

Policybazaar’s New Ad Campaign: Aiming for a Hassle-Free Car Insurance Experience

Kartik Aaryan Stars in Sony Sports Network’s UEFA EURO 2024 Campaign

To address childhood myopia, Lenskart launches India’s first kids-only shop

Piyush Pandey appears in a new Barbershop Podcast episode from Bombay Shaving Company

The Good Glamm Group partners with Blinkit to deliver Karan Johar’s MyGlamm POUT to customers

Rohit Sharma: The Face of Oakley’s ‘Be Who You Are’ Campaign

Shark Tank India Takes Legal Action Against Startups for Unauthorized Content Use

Supreme Court on Misleading Ads: Equal Liability for Celebrities and Influencers

The Thinnest iPad Pro: Apple’s Innovative Approach and Public Reaction

Prime Video’s ‘Lauki’ Strategy: A Fresh Approach to Marketing Panchayat Season 3

The Force Awakens: Darth Vader’s Journey as Dabur Herb’l Charcoal’s Chief Innovative Officer

Rupali Ganguly: A Versatile Persona and Her Brand Endorsements

Sara Tendulkar and FNP Collaborate for a Special Mother’s Day Surprise

APL Apollo Launches ‘Roof Tuff’ TVC Featuring Akshay Kumar as ‘THE TUFF HERO’

Adidas Unveils India’s T20 World Cup Jersey: “One Jersey. One Nation”

Tesla Initiates Legal Action Against Tesla Power for Trademark Infringement

Lay’s Celebrates Cricket Fever with Limited-Edition MS Dhoni Collector’s Packs

A new campaign starring MS Dhoni is launched by Emcure Pharmaceuticals

GreatWhite Electricals Launches New Campaign with Tiger Shroff & Malavika Mohanan

Amul: The Lead Arm Sponsor for USA Cricket at ICC Men’s T20 World Cup 2024

Sociowash Secures Creative Digital Mandate for inDrive

PokerBaazi’s New Campaign: ‘Tu Poker Khelta Hai Kya?’ with Shahid Kapoor

WhatsApp and Mercedes-AMG Petronas F1 Team: A New Emoji for a New Partnership

“Switzerland”: A New Comprehensive Tourism Brand

Amazon’s Q1 Financial Results: A 24% Jump in Advertising Revenue

P&G Hygiene and Health Care Reports Q3 Results: A 26% Increase in Ad and Sales Promotion Expenses

Tips Industries: A Strong Financial Performance in FY24

Bumble: Revolutionizing Women’s Dating Experience with a New Brand Identity

Gauri Khan and Bisleri: A Sparkling Collaboration for Vedica

Patanjali Ads Case: Supreme Court Expresses Dissatisfaction with Uttarakhand State Licencing Authority

Decade of Dominance: HRKatha Marks Tenth Anniversary with New Identity!

Brand Visage Communications: The New Digital Marketing Partner for Fab Essentials

Savour the Moment: Palmolive’s Innovative Approach to Bathing Experience

IPL 2024 will be celebrated with Dumdaar flavors by Biryani By Kilo in collaboration with Indian cricket player Shivam Dube

Medulance: Delhi Capitals’ Trusted Emergency Services Partner for IPL 2024

‘Nahi toh Mehenga Padega’: Amazon Fresh’s Campaign Featuring Manoj Bajpayee Reinforces Commitment to Quality!

Nestlé’s Renewed Focus on Innovation Amid Inflation Challenges

Political Parties’ Ad Spends in India’s General Elections 2024: A Google Report Analysis

JSW Paints uses the anthem “Rangon Ka Khel Hai” to honor the vibrant spirit of cricket

Svish Signs Shikhar Dhawan as Brand Ambassador: A Strategic Move in Men’s Grooming

Boomer’s Wobbly Fun: Jasprit Bumrah Stars in Latest Campaign

Dentsu Creative obtains the Drone Destination PR mandate

Ferrari and HP Inc. Gear Up for a Multi-Year Title Partnership

Royal Challenge Packaged Drinking Water Teams Up with RCB for IPL 2024

Parle Agro’s Summer Splash: Unveiling OOH Campaigns for Frooti, Smoodh & Appy Fizz

MakeMyTrip Unveils New Films Featuring Ranveer Singh and Alia Bhatt, Highlighting Its Advantages in Unexpected Situations

The Hype Studio wins the Uttar Pradesh Kabaddi League’s PR contract

China’s BYD: Setting New Standards for Luxury in the Electric Vehicle Market

HUL’s Q4 Performance: Ad and Promotions Spends Skyrocket by 23% Compared to Q4 2023

Swiggy Launches Smart Links: A New Era for Online Presence and Order Boost for Restaurants

The Unseen Impact of Misleading Ads: A Deep Dive into the Patanjali Case

Karamyogi Ki Udaan: Triumph of Unsung Heroes

Virat Kohli’s Brush with Change: Asian Paints’ Rural Makeover

JioCinema teases intentions for “ad-free” subscriptions

VIDA V1: Powering the TCS World 10K Bengaluru 2024 with Sustainable Mobility

Apple’s Ingenious Marketing Strategy: A Rickshaw Ride in India

IPL 2024: Pokémon and Mumbai Indians Forge a Game-Changing Alliance

Kwality Wall’s Cornetto Chronicles: Alia Bhatt & Siddhanth Chaturvedi’s Epic Journey

Fresh Twist: The Colgate MaxFresh CID Collaboration

Dabur introduces Odomos Universal in collaboration with Kajol.

Wakefit’s latest advertisement humorously mimics Shah Rukh Khan’s iconic ’70 Minute’ monologue from the movie Chak De India.

In the most recent advertisement campaign, RCB players practically promote PayZapp by HDFC

Samsung and Cheil India install the ‘No So Silent Library’ at the Jaipur Literature Festival 2024

Eid is here, where are the brands?

Official smartphone partner of the Rajasthan Royals for the 2024 Indian Premier League is HMD

Sideways and Simpolo Tiles & Bathware team together to introduce the “Tile Ho Toh Simpolo” campaign ft. Gujarat Titans

Filter Coffee Co. secures PR & influencer marketing mandate for Skinvest

LS Digital awards PR and Communications mandate to Kaizzen

K2 Communications secures the PR and social media mandate of Zeno Health

Crosshairs Communication secures the PR mandate for L’Occitan

Sony PS5 Slim will now be delivered in under 10 minutes through Blinkit

PepsiCo introduces bubly burst sparkling water available in various fruit flavours

McDonald’s India (West & South) brings anime fandom to life with WcDonald’s

Parksons Cartamundi and Mumbai Indians collaborate to launch new playing cards

Simpolo Tiles & Bathware partners with Sideways to launch the ‘Tile Ho Toh Simpolo’ campaign ft. Gujarat Titans

Eveready charges ‘Javelin Man’ Neeraj Chopra in latest TVC

POCO, Taco Bell, and Hardik Pandya team up for the #LoadedWithMore campaign

Kiara Advani indulges in the deliciousness of mangoes in every drop of Slice in its new TVC

Burger King India introduces its double treat with its 2 for Rs79 and Rs99 offer in latest campaign

Coca-Cola’s Marvel Heroes ad sees Daredevil and X-Men in animated avatars

Dove pledges to avoid using AI to depict authentic body images in its advertisements.

Alan’s Bugles partners with Mumbai Indians as its official snacking partner for IPL 2024

D2C startup Zoff Foods awards the PR and communication mandate to Grapes

McDonald’s to buy all 225 of Israeli franchise restaurants amid backlash

TREVOC ropes in Saif Ali Khan & Kareena Kapoor Khan as brand ambassadors

Get in Touch

    By clicking “Submit”, I agree to Privacy Policy and Terms and Condition.