Panchayat Season 3: Lauki Unveils Premiere Date in Innovative Campaign
Prime Video's groundbreaking marketing integrates Lauki, engaging millions, leading to the unveiling of Panchayat Season 3 premiere date
Priya
Prime Video has taken an innovative approach in announcing the launch date of its much-anticipated Original series, Panchayat Season 3. Departing from traditional methods, they've integrated the humble yet ubiquitous summer vegetable, Lauki (Bottle Gourd), into their marketing campaign.
This unconventional strategy not only showcases Prime Video's commitment to authenticity and creativity but also highlights the vegetable's significance within the series' narrative. The buzz generated by the campaign has made "Panchayat ki lauki" a trending topic nationwide.
The week-long hybrid campaign, spanning digital and offline platforms, commenced on April 29. Prime Video introduced an engaging website, www.panchayat3date.com, where visitors were invited to unveil the official launch date by 'plucking' (clicking) virtual Laukis. Concurrently, billboards in Mumbai and Delhi were adorned with Laukis, concealing the date and piquing curiosity among passersby.
As Laukis were digitally removed, progress was mirrored on billboards, further intensifying curiosity and excitement. The campaign's success was evident as over one million people engaged, with 14,02,077 Laukis 'plucked' online. Encouraged by the fervor, the Panchayat cast and social media influencers urged fans to participate, amplifying the initiative's reach.
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The campaign extended offline to prominent vegetable markets across major and smaller cities, featuring Laukis with the release date and visits from the cast, enhancing public awareness.
Prime Video also gifted launch date-stamped Laukis to influencers, solidifying the vegetable as the show's lucky mascot.
Panchayat, known for its relatable narrative and characters, has become a source of comfort for viewers of all ages. Leveraging this insight, Prime Video coined the campaign line, ‘Tension Khatam. Panchayat Shuru’, positioning the series as a remedy for everyday stress.
Through targeted ads, engaging social media content, and interactive experiences, Prime Video witnessed unprecedented engagement, affirming its dedication to delivering exceptional content.
Partnering with Kulfi Collective, So Cheers, Initiative (IPG), and Trzy Innovationz, Prime Video executed the campaign seamlessly.
Created by The Viral Fever, Panchayat S3, starring Jitendra Kumar, Neena Gupta, Raghubir Yadav, Faisal Malik, Chandan Roy, and Sanvikaa, will premiere in Hindi with dubs in Tamil, Telugu, Malayalam, and Kannada, exclusively on Prime Video on May 28 across 240+ countries and territories worldwide.
