Prime Video uses ‘Lauki’ to reveal Panchayat 3’s launch date

Delhi: Prime Video recently unveiled a marketing campaign as a precursor to the date announcement of its upcoming original series, Panchayat Season 3. 

Prime Video has used the vegetable Lauki for the series’ title announcement, calling it Panchayat ki lauki.

The week-long hybrid marketing campaign, encompassing both digital as well as offline, began on April 29. Prime Video kicked off the campaign by launching a website that featured the date announcement creative covered with laukis. The visitors were urged to pluck (click) the Phulera ki laukis to unveil the official launch date. Simultaneously, the laukis adorned billboards across Mumbai and Delhi, concealing the date.

As the laukis were being removed online, the progress was also being reflected on the hoardings across Delhi and Mumbai. Getting caught up in the lauki ki peeche ka raaz fervor, the cast of Panchayat, along with several social media influencers urged Panchayat fans as well as their followers to participate in this initiative by posting snippets about the campaign on their social media handles. 

The on-ground initiative also extended to vegetable markets in major and smaller cities nationwide, such as Mumbai, Ahmedabad, Jaipur, Lucknow, Chandigarh, Indore, and New Delhi, to name a few. These markets were inundated 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 to several social media influencers. 

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 worries. 

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 cast includes 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. 

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