MUMBAI: What do you get when lauki meets pressure cooker? A full-blown election dhamaka, of course. But this time, the cooker isn’t in the kitchen, it’s on billboards, in street installations, and it’s whistling louder than Phulera’s political tempers. Ahead of Panchayat Season 4’s release on June 24, Prime Video is turning up the heat with a brilliantly desi OOH campaign across cities. At Patna’s Marine Drive, Indore’s Chappan Dukan, and Lucknow’s buzzing 1090 Chauraha, unsuspecting passersby were met with massive laukis being squashed by equally massive pressure cookers or vice versa. The lauki isn’t going down without a fight.

The high-decibel marketing complete with hoardings that blow a real seeti every few hours plays up the season’s central conflict: Kranti Devi vs. the OG Pradhan. The quirky slogan game is also strong: Banrakas ka Vaar, Ya Pradhan ka Prahaar? and Kaun Hogi Phulera Ki Queen? echo across installations, channeling every bit of small-town poll drama with spicy flair.

It's political theatre with a legume twist, reflecting the heartland chaos Panchayat fans love. If lauki symbolises old-school values and calm, the cooker is all pressure and power play and Phulera’s streets are the new battleground.

Returning with its signature warmth and satire, the series stars Jitendra Kumar, Neena Gupta, Raghubir Yadav, Faisal Malik and more. Created by Deepak Kumar Mishra and Chandan Kumar, the show is ready to serve a fourth helping of heartfelt hilarity. And if the campaign is any hint, this season’s narrative will be just as cooked, crisp, and chaotic.

So mark the date, because Panchayat isn’t just streaming, it’s steaming.