Prime Video recently unveiled a one-of-a-kind marketing campaign as a precursor to the announcement of its upcoming original series Panchayat Season 3. What sets this campaign apart from other title announcement initiatives is the inventive use of one of the most underrated yet constant summer vegetables in many Indian households, – Lauki.

By positioning this simple yet highly versatile vegetable, which has been an integral part of the series’ narrative from the beginning, at the core of the campaign, Prime Video says it aims to deliver authenticity, originality, and innovation in its programming and marketing. 

The week-long hybrid marketing campaign, encompassing both digital and offline, began on April 29. Prime Video kicked off the campaign by launching a website, www.panchayat3date.com, that featured the date announcement creatively covered with laukis.

The visitors were urged to pluck (click) the iconic Phulera ki laukis to unveil the official launch date. Simultaneously, the laukis adorned billboards across Mumbai and Delhi, concealing the date and creating curiosity amongst the onlookers. 

“The success of the campaign could be seen in the fact that over one million people were engaged, with 14,02,077 laukis being clicked off from the image on the webpage. Getting caught up in the lauki ki peeche ka raaz fervour, the cast of Panchayat, along with several social media influencers, urged Panchayat fans as well as their followers to participate in this unique initiative by posting snippets about the campaign on their social media handles,” the company said in a statement. 

“The on-ground initiative also extended to prominent vegetable markets in major and smaller cities nationwide, such as Mumbai, Ahmedabad, Jaipur, Lucknow, Chandigarh, Indore, and New Delhi, to name a few,” it added.

Prime Video also gifted the launch date stamped laukis, or, as many will consider, the lucky mascot of the original series Panchayat, to several social media influencers. 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.