Amazon Prime Video Launches Whimsical OOH Campaign for Panchayat Season 4 with Giant Laukis and Pressure Cookers

From the Gram to the Global – Panchayat’s charm now rules the city streets.
To build anticipation for Panchayat Season 4, Amazon Prime Video has turned everyday rural props into oversized urban attractions with a brilliantly quirky OOH campaign. Featuring giant lauki (bottle gourds) and life-size pressure cookers, the activation places familiar Panchayat icons at city junctions, mall façades, and outdoor hotspots — instantly connecting fans to the show’s slice-of-life universe.

Blending small-town nostalgia with big-city surprise, the campaign leverages hyperlocal humor and visual storytelling to fuel curiosity, content creation, and street-level buzz.

The Campaign Idea: Familiar Faces, Familiar Props, Unfamiliar Scale

What happens when an everyday kitchen utensil becomes a city-sized spectacle?
You stop, smile, click, and share. That’s exactly what Amazon Prime Video aimed to achieve with this campaign.

With the show’s cult following built on grounded storytelling and village realism, the strategy here was to bring that realism to life — at scale.

The lauki and pressure cooker, often used for comic relief or emotional beats in the show, were chosen as physical symbols of Panchayat’s simplicity and relatability.

These props were:

• Placed in high-footfall city areas

• Paired with hyperlocal taglines in regional dialects

• Designed with photo-op frames and reel prompts for UGC explosion

Execution: Where Local Flavor Meets Urban Drama

The campaign includes:

• Oversized 3D installations of lauki and cookers at traffic islands, malls, and metro stations

• Billboards with Panchayat-themed doodles and dialogues from key characters

• Wall murals and posters using rural signboard aesthetics

• DOOH screens showing looped clips with laughter cues and punchlines

Every touchpoint — from static installations to motion screens — is built for quick recognition and deep recall.

Hyperlocalization: The Secret Sauce

One of the strongest elements of this campaign is its ground-level relatability:

• Taglines like “Yeh cooker sirf seeti nahi bajata, TRP bhi bajata hai” or “Jitni badi lauki, utni badi baat”

• Regional language inserts and village-style fonts

• Character cut-outs with QR codes that lead to trailers or memes

The humor works across city demographics while staying rooted in the show’s original flavor.

Audience Engagement: Designed for Reels and Real Reactions

Panchayat’s fan base is massive, and this campaign was built to turn them into co-creators of buzz.

• Installations encourage selfies and reels

• Scannable elements link to AR filters and countdowns

• Social media campaigns around #SpotTheLauki and #PanchayatProps promote content virality

From Gen Z memers to family viewers, everyone finds a reason to pause and participate.

Timing: Hitting the Streets Right Before Season Drop

By launching the campaign just before the official release of Season 4:

• Excitement builds naturally

• Offline and online buzz converge

• Public interactions serve as pre-release hype

In essence, it’s a street festival for Panchayat fans — without losing the show’s simplicity.

Creative Brilliance: Rural Drama, Urban Canvas

The visual language of the campaign is delightfully ironic:

• Premium installation quality meets rural subject matter

• Monumental size of props evokes laughter, not just wonder

• Strong contrast between chaotic cityscapes and grounded village vibes

This is disruptive OOH done right — memorable, immersive, and refreshingly desi.

About MyHoardings

MyHoardings (www.myhoardings.com) is India’s leading outdoor and transit media agency, trusted by entertainment giants for:

• City-wide media planning and installations

• Transit branding, mall advertising, and DOOH integrations

• Hyperlocal execution with pan-India capability

Whether it’s a national OTT launch or a local activation, MyHoardings ensures your brand owns the streets.

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