Instamart and Netflix Unveil 'InstaStrange' Store

Instamart has partnered with Netflix to launch “InstaStrange,” a telekinesis-themed shopping experience inspired by Stranger Things. The initiative coincides with the lead-up to the show’s highly anticipated finale and is designed to give fans an interactive way to engage with the series.

The InstaStrange experience allows users to browse and select items through hand-gesture controls, mirroring the telekinetic abilities featured in the show. Instamart describes the activation as a motion-controlled store where shoppers can “use the power in your hands” to pick products. The concept brings together entertainment and quick-commerce in a simple, accessible format aimed at fans of the franchise.

A digital video campaign supports the launch, featuring popular Indian creators such as Sahil Cylinder, Mukesh Kumar Sir, Fauxy and Carrom King. The creators are shown preparing for the final showdown in playful, relatable ways, framing the InstaStrange store as part of the build-up. The film uses a mock-news style to highlight the excitement around the series finale and introduce the gesture-based store.

• Instamart and Netflix launch ‘InstaStrange’ telekinesis shopping
• Stranger Things-themed InstaStrange store brings gesture shopping
• Instamart unveils interactive Telekinesis Zone ahead of finale

Mayur Hola, Head of Brand at parent company Swiggy, said: “Stranger Things fans don’t just watch the show; they live in its universe. … How can we make shopping feel a bit supernatural too? With Netflix, we got to turn that thought into something real.”

To extend the activation offline, Instamart is opening a “Telekinesis Zone” at DLF CyberHub in Gurugram on November 27. Fans visiting the installation will be able to try the gesture-controlled shopping setup, explore themed merchandise, sample curated food offerings and take photos in show-inspired settings.

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With InstaStrange, Instamart and Netflix aim to create a focused, fan-oriented experience that ties into the cultural momentum surrounding the series finale.