Prime Video’s innovative marketing campaign for Panchayat Season 3 showcases the humble Lauki, a symbol of authenticity and creativity in Indian households. This approach solidifies Prime Video’s dedication to original and innovative programming, creating nationwide buzz around “Panchayat ki lauki“.
The week-long hybrid marketing campaign, including digital and offline tactics, started April 29. Prime Video launched www.panchayat3date.com with a website featuring lauki-covered date announcement, encouraging visitors to click on laukis to reveal launch date. Laukis on billboards in Mumbai and Delhi sparked curiosity.
The removal of laukis online mirrored the progress on hoardings in Delhi and Mumbai, generating public curiosity and excitement. The successful campaign engaged over one million people, clicking off 14,02,077 laukis from the webpage. The cast of Panchayat and social media influencers encouraged fans and followers to join by sharing campaign snippets. The initiative expanded to vegetable markets in cities like Mumbai, Ahmedabad, Jaipur, Lucknow, Chandigarh, Indore, and New Delhi, featuring laukis with the release date and visits from the cast to boost show awareness.
Prime Video also gifted the launch date stamped laukis, or as many will consider, the lucky mascot of Original series Panchayat, to several social media influencers.
Panchayat, with its light-hearted, realistic narrative and characters has become an antidote for many to tackle the mundane, stressful lives one leads. Over the last 4 years, the series has proved to be a perfect “comfort watch’, across demographics and age groups. Based on this interesting customer insight, the streaming service conceptualized 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. Each season of Panchayat has become a proxy to actionable solutions to everyday problems. 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 unwavering commitment to delivering exceptional content and unparalleled 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.
Mandi Video
View this post on Instagram
Panchayat Lijiye
View this post on Instagram
