This Valentine’s Day, Flipkart is shifting the conversation around romance-from grand gestures to shared responsibility at home. With its newly launched “Choreplay Store,” the e-commerce platform suggests that doing the dishes or mopping the floor might be more meaningful than traditional romantic overtures.
Video Link: https://www.youtube.com/watch?v=oM8r8OfVukg
Conceptualised by Talented, directed by Tanvi Gandhi and produced by Rachaita Vyas and The Little Button Films, the campaign draws on behavioural insights around modern relationships. Research indicates that when women shoulder a disproportionate share of household responsibilities, it can blur partner dynamics and impact emotional connection. A 2020 nationwide survey found that only 26% of men in India participate in household chores, highlighting the imbalance the campaign seeks to address.
Flipkart’s Choreplay Store curates household essentials-from mops and dishwashing gels to washing machines, pet care products and gardening tools-positioned as Valentine’s gifts that reflect effort and shared accountability. The idea reframes everyday chores as acts of partnership rather than obligation.
The creative team at Talented describes the campaign as rooted in the belief that romance begins in everyday acts of respect and equality. The storefront features playful, chore-inspired details designed to spark curiosity and drive engagement on the Flipkart app.
Director Tanvi Gandhi added that the campaign celebrates gestures women value across generations, using humour to make a pointed cultural observation.
By linking pop-cultural Valentine’s narratives with domestic realities, Flipkart positions shared effort—not extravagance-as the new language of love.
