India, Nov 26: As the grand finale of Netflix’s decade-long hit Stranger Things approaches, the streaming giant has partnered with Instamart, India’s pioneering quick-commerce platform, to launch an exclusive, limited-edition telekinesis store called Inspired by the show’s iconic supernatural power, this first-of-its-kind gesture-controlled store lets shoppers navigate and purchase Stranger Things merchandise using hand movements, exclusively on Instamart.
The two brands have also rolled out a high-energy digital video campaign (DVC) that taps into India’s enduring love for all things “strange.” In less than 24 hours, the film has gone viral, garnering over 2.8 million views, 95,000 shares, and a wave of excitement among Stranger Things fans across the country.
Bringing together a diverse lineup of India’s most loved internet creators, including Chotu Tufan, Sahil Cylinder, Mukesh Kumar Sir, Pandiyamma, Pranjali, and Carrom King, the video showcases each of them gearing up for the Stranger Things “final battle” in their own hilariously unique, platform-defining styles.
In a high-energy 9:16 breaking-news mockumentary led by Fauxy, Instamart brings Stranger Things fever to India with a hilarious, creator-led retelling of the final battle’ “preparations.” The film follows the anchor across the country as he encounters chaotic, uniquely Indian training drills:
Mukesh Sir demanding “ELEVEN hours” of prep before pulling down motivational slides, Sahil hanging upside-down for his Upside Down workout, Pandiyamma wobbling through Hawkins-style cycling lessons, Chotu turning everyday tools into supernatural gadgets, and the Carrom King striking “Vecna” across a themed board with his signature stare. With many easter eggs of Stranger Things from the iconic fairy lights to Demogorgon artwork sprinkled everywhere, and even Eleven lookalikes popping up midway, to heighten the frenzy. The narrative culminates with each creator revealing that they’ve been using Instamart’s newgesture-controlled store, a first-of-its-kind shopping experience that lets users browse and order with simple hand movements, before the film closes on a rallying call to “shop with the power in your hands” and a final victorious wink from the Carrom King.
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 first-of-its-kind 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.”
Developed by Instamart’s product team, the innovative telekinesis store brings to life the show’s most iconic supernatural element, telekinesis, transforming everyday shopping into a motion-controlled, immersive experience where fans can browse and buy using nothing but hand gestures.
Adding to this, a Netflix spokesperson said;
“The Stranger Things universe has always been about imagination and wonder. Partnering with Instamart lets fans channel that same energy through a fun, immersive experience. As the show enters its final chapter, this collaboration celebrates how far pop culture and technology have come, and how deeply the world of Hawkins continues to inspire creativity.”
Taking the experience beyond the screen, Instamart is also rolling out an on-ground ‘Telekinesis Zone’ at DLF CyberHub, Gurugram, on November 27, inviting fans to step inside the world of Stranger Things through exclusive merch drops, themed delicacies, and immersive photo ops that blur the line between fiction and reality.
