Instamart has teamed up with Netflix to launch “InstaStrange,” a gesture-controlled shopping experience inspired by Stranger Things ahead of the show’s fifth and final season. The initiative allows users to browse and purchase exclusive Stranger Things merchandise on Instamart using hand movements through a telekinesis-themed interface.
As part of the collaboration, the companies have also released a digital video campaign featuring internet creators such as Sahil Cylinder, Mukesh Kumar Sir, Fauxy, and Carrom King. The film uses a mock-news format and showcases each creator preparing for the show’s final season in their own distinctive style, ultimately revealing the InstaStrange gesture-based store.
Link to the campaign
Mayur Hola, Head of Brand at Swiggy, said the collaboration aims to provide fans with an experience that aligns with the show’s themes. “With Netflix, we were able to build a telekinesis store InstaStrange that users can shop from using just hand gestures,” he said.
Instamart’s product team developed the technology that allows users to navigate the merchandise using motion control. Poornima Sharma, Head of Marketing Partnerships at Netflix India, said the initiative aims to extend the show’s universe beyond the screen and engage fans in a more interactive way.
Instamart will also set up an on-ground “Telekinesis Zone” at DLF CyberHub in Gurugram on November 27. The zone will offer access to exclusive merchandise, themed food items, and photo installations.
The InstaStrange store can be accessed on the Swiggy app.
