Instamart and Netflix launch ‘InstaStrange’ telekinesis shopping experience

As Netflix approaches the finale of its long-running series Stranger Things, the platform has collaborated with Instamart, India’s quick-commerce service, to launch ‘InstaStrange’—a limited-edition, gesture-controlled store inspired by the show’s telekinesis theme. The store, available exclusively on Instamart, allows shoppers to browse and purchase Stranger Things merchandise using hand movements, bringing the series’ supernatural element into the shopping experience.

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Instamart (@instamart)

A digital video campaign supports the launch, tapping into India’s enduring appetite for eccentric and culturally resonant content. The film features creators such as Sahil Cylinder, Mukesh Kumar Sir, Fauxy and Carrom King, each shown preparing for the ‘final battle’ in exaggerated, comedic scenarios. Styled as a breaking-news mockumentary led by Fauxy, the narrative follows the anchor through a series of chaotic preparation drills, culminating in the reveal of the InstaStrange store as the source of the frenzy. The campaign uses familiar references and humour to build affinity among fans.

Mayur Hola, head of brand at Swiggy, said the collaboration aims to give fans a supernatural-infused shopping experience. He noted that InstaStrange brings a playful twist to browsing merchandise by letting users engage with it as if they possessed the abilities of the character Eleven. According to Hola, the partnership leverages the strong cultural equity of Netflix to create a distinctive activation.

Developed by Instamart’s product team, the store translates the show’s telekinesis motif into an interactive, gesture-based retail format, allowing shoppers to navigate and purchase items without touch. Poornima Sharma, head of marketing partnerships at Netflix India, said the initiative reflects the imaginative and community-driven spirit of Stranger Things, extending the universe beyond the screen.

Instamart will complement the digital experience with a physical ‘Telekinesis Zone’ at DLF CyberHub, Gurugram, opening on 27 November. The pop-up will offer exclusive merchandise, themed food and immersive photo opportunities, enabling fans to engage with the series’ world in a tangible setting.