As Stranger Things heads into its final season, Netflix has partnered with Instamart on InstaStrange a limited edition gesture controlled store that turns shopping for merchandise into a telekinesis themed experience. The collaboration extends the show central power into a playful digital and real world activation for fans.
The campaign film is framed as a mock breaking news bulletin featuring creators such as Sahil Cylinder, Mukesh Kumar Sir, Fauxy and Carrom King. Each appears to be preparing for a final battle packed with Stranger Things references woven into their routines. The reveal comes when the narrative switches to the InstaStrange store, where users browse and buy using hand gestures instead of taps or clicks.
Developed by Instamart product team, the store translates hand movements into navigation controls, allowing fans to swipe through collections and select products in a way that mirrors Eleven signature powers from the show. The experience is designed to be both novel and accessible, inviting fans who already live online with the franchise to interact with it in a new way.
ADVERTISEMENT
Mayur Hola, head of brand at Swiggy, said Stranger Things fans tend to live inside the universe rather than just watch it. The brief was to make shopping feel slightly supernatural, giving users the sense of being on a mission. He described InstaStrange as fun, strange and aligned with how people already feel when they browse for things they love.
Poornima Sharma, head of marketing partnerships at Netflix India, said the partnership channels the series spirit of imagination and friendship. She noted that the activation reflects how innovation and creativity can bring stories to life beyond the screen and create bold new ideas that live in the real world.
Instamart is extending the concept to an on ground telekinesis zone at DLF CyberHub in Gurugram, featuring themed installations, merchandise and interactive experiences. The offline zone is meant to mirror the digital gesture store and give fans a place to gather, play and create content around the final season.
By blending product design, interactive tech and creator led storytelling, InstaStrange demonstrates how food delivery platforms and streaming services can combine forces to build richer fandom experiences that support major content launches.
Follow Marketing Moves on Instagram and Facebook for industry insights, strategy breakdowns, and brand transformation stories.
