As the grand finale of Netflix’s decade-long hit Stranger Things approaches, Netflix has partnered with Instamart to help fans prepare for the final battle with an exclusive, limited-edition store called InstaStrange. Inspired by the show’s protagonist’s supernatural power, this gesture-controlled store lets shoppers navigate and buy Stranger Things merchandise using hand movements, only on Instamart.
The two brands have also unveiled a digital video campaign (DVC) that taps into India’s enduring love for everything strange.
The film features internet creators, including Sahil Cylinder, Mukesh Kumar Sir, Fauxy, and Carrom King, each getting ready for the Stranger Things final battle in their own funny and unique ways.
In a mockumentary hosted by Fauxy, Instamart spreads Stranger Things fever across India. The film follows Fauxy as he encounters bizarre, uniquely Indian preparation drills led by popular internet creators, each adding their own twist. Full of clever Stranger Things references and escalating chaos, it builds to a final reveal: all this frenzy is powered by Instamart’s new InstaStrange gesture-controlled store, a first-of-its-kind way to shop with the power in your hands
Developed by Instamart’s product team, the InstaStrange store brings the show’s iconic supernatural power, telekinesis, to life. It turns everyday shopping into a motion-controlled experience, letting fans browse and buy using just hand gestures.
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Speaking on the collaboration, Mayur Hola, Head of Brand, Swiggy, said, “Stranger Things fans don’t just watch the show; they live in its universe. So we asked ourselves, how can we make shopping feel a bit supernatural too? With Netflix, we got to turn that thought into something real with a unique telekinesis store- InstaStrange that users can shop from using just hand gestures. It’s fun, it’s strange, it makes you feel a little like Eleven on a mission which, honestly, is how most of us feel while shopping anyway. By partnering with Netflix, we are able to leverage the cultural cache of the platform and create something extraordinary together.”
Adding to this, Poornima Sharma, Head of Marketing Partnerships at Netflix India, said, “The Stranger Things universe has always been rooted in imagination and friendship. With Instamart, we’re rallying the fandom to prepare for the final season by giving fans an authentic, immersive experience that channels that very spirit – one that lives beyond the screen and reflects how innovation and creativity continue to inspire us to chase bold new ideas, both on and off screen.”
