Netflix Partners With Instamart to Launch Gesture-Controlled ‘InstaStrange’ Store for Stranger Things Finale

As Stranger Things heads into its final season, Netflix has teamed up with Instamart to launch InstaStrange, a gesture-controlled digital store that allows users to browse and purchase show-themed merchandise using hand movements. The feature is available exclusively on Instamart.

The collaboration is supported by a digital video campaign that has crossed 2.8 million views and 95,000 shares within 24 hours of release. The film features creators Chotu Tufan, Sahil Cylinder, Mukesh Kumar Sir, Pandiyamma, Pranjali and Carrom King, who reimagine preparations for the show’s final battle through their signature content styles.

Shot as a 9:16 mock news bulletin anchored by Fauxy, the video follows the creators across different locations as they demonstrate their “training” routines. The story weaves in elements from the Stranger Things universe, including references to the Upside Down, fairy lights and character lookalikes. The film ends with each creator revealing they have been using the InstaStrange gesture-based store.

Speaking on the collaboration, Mayur Hola, Head of Brand, Swiggy, said, “Stranger Things fans don’t just watch the show; they live in its universe. So we asked ourselves, how can we make shopping feel a bit supernatural too? With Netflix, we got to turn that thought into something real with a unique telekinesis store- InstaStrange that users can shop from using just hand gestures. It’s fun, it’s strange, it makes you feel a little like Eleven on a mission… which, honestly, is how most of us feel while shopping anyway. By partnering with Netflix, we are able to leverage the cultural cache of the platform and create something extraordinary together.”

Adding to this, Poornima Sharma, Head of Marketing Partnerships at Netflix India, said, “The Stranger Things universe has always been rooted in imagination and friendship. With Instamart, we’re rallying the fandom to prepare for the final season by giving fans an authentic, immersive experience that channels that very spirit - one that lives beyond the screen and reflects how innovation and creativity continue to inspire us to chase bold new ideas, both on and off screen.”

Instamart will also introduce an on-ground Telekinesis Zone at DLF CyberHub, Gurugram, on November 27. The setup will include merchandise, themed food items and photo installations linked to the franchise.