Mumbai: OTT platform Prime Video recently announced the release date of its upcoming original series Panchayat Season 3. Prime Video unveiled a unique marketing campaign ahead of the Panchayati Season 3 date announcement.

What makes this campaign stand out from other headline announcement initiatives is the inventive use of one of the most underrated yet frequent summer vegetables in many Indian households – the bottle gourd. This simple yet very versatile vegetable has been an integral part of the series’ storyline since its inception. By placing this at the center of the campaign, Prime Video reinforces its commitment to deliver authenticity, originality and innovation in its programming and marketing. This approach has made Panchayati Gorakhhande a topic of discussion across the country.

The week-long hybrid marketing campaign, digital and offline, began on April 29. Prime Video kicked off the campaign by launching an interesting website – www.panchayat3date.com, featuring a gourd covered date announcement creative. Visitors were asked to smash (click) the iconic fullera gourd to reveal the official launch date. Along with this, in Mumbai and Delhi, hoardings were decorated with gourds, creating curiosity among the audience by hiding the date on the hoardings.

The success of the campaign can be seen from the fact that more than one million people connected with 14,02,077 likes from the image on the web page. Capturing the secret behind the gourd, panchayat artists along with several social media influencers appealed to panchayat fans and their followers to participate in this unique initiative by posting snippets about the campaign on their social media handles.

This grassroots initiative was also implemented in major vegetable markets across the country in major and minor cities such as Mumbai, Ahmedabad, Jaipur, Lucknow, Chandigarh, Indore and New Delhi. These markets were packed for the release date and the cast of the series also reached there, which increased the awareness of the show among the general public.

Prime Video also gifted several social media influencers with a gourd bearing the launch date or as many believe, the lucky mascot of the original series Panchayat. Panchayat, with its light-hearted, realistic story and characters, has become a way for many people to cope with stressful lives.

Every season of Panchayats has become a medium for effective solution of daily problems. Through targeted advertising, engaging social media content and interactive experiences, Prime Video saw unprecedented levels of engagement among existing and potential customers. The success of this campaign underscores Prime Video’s unwavering commitment to deliver exceptional content and exceptional experiences to viewers around the world.

Produced by The Viral Fever, Panchayat S3 is directed by Deepak Kumar Mishra and written by Chandan Kumar. The star cast includes Jitendra Kumar, Neena Gupta, Raghubir Yadav, Faisal Malik, Chandan Roy and Sanvika in important roles. The new season will premiere in Hindi, while dubbed in Tamil, Telugu, Malayalam and Kannada, airing on Prime Video on May 28 in India and in over 240 countries and territories worldwide.