Instamart and Netflix launch Stranger Things-inspired ‘InstaStrange’ experience

Instamart and Netflix India have debuted ‘InstaStrange’, a Stranger Things-inspired interactive vending experience at DLF CyberHub, Gurugram. The activation coincides with the premiere of the final season of the series and brings the show’s telekinesis motif into a physical retail environment. It follows the recent launch of the Telekinesis Store feature on the Instamart app, which allowed users to navigate a gesture-controlled interface.

The on-ground Telekinesis Store recreates elements of Hawkins, merging grocery retail with the aesthetics of the show. A large phone-shaped installation sits at the centre of the setup, mirroring the gesture-based controls from the app and enabling visitors to ‘shop like Eleven’. Surrounding zones feature interactive shelves, motion-responsive objects, themed delicacies and Stranger Things set pieces that respond to simple hand movements. Instamart’s in-house product team developed the experience using gesture-control technology to create a space where users can move objects, browse merchandise and capture content reminiscent of scenes from the series.

The activation made exclusive merchandise available on Instamart, including magic mugs, diaries, key chains and mousepads. The installation drew strong engagement on social media, with visitors sharing videos and commentary about the realism of the gesture-controlled interactions. Reactions ranged from humorous observations about mall environments to descriptions of the experience as a convincing evocation of the show’s ‘Upside Down’. One visitor described it as a ‘fascinating way of bringing the fandom together’, while another noted winning an activity through the gesture-controlled interface.

Mayur Hola, head of brand at Swiggy, said the collaboration reflected Instamart’s ongoing approach to pairing technology with playful user experiences. He added that Stranger Things offered a creative landscape for experimentation, enabling the brand to build an activation designed to evoke the feeling of stepping briefly into Hawkins.

Fans can continue exploring the concept through the Telekinesis Store on the Instamart app, which also features limited-edition merchandise and follows a promotional DVC referencing the series’ cultural impact.