In Indian homes, a malfunctioning washing machine, refrigerator or television often faces an instinctive response before a service call or replacement – an emphatic chaanta. The habit, oddly universal and deeply ingrained, has long been treated as a quick fix passed down through generations.

Video Link: https://www.youtube.com/watch?v=RRCKE4NKjog

Flipkart has now turned this everyday cultural insight into the centrepiece of its Republic Day Sale campaign, urging consumers to retire the slap and upgrade their appliances instead. Timed ahead of the sale beginning January 17, the campaign blends humour, nostalgia and a sharp consumer message to drive consideration in the large appliances category.

The idea comes alive through a launch film featuring former Indian cricketer Harbhajan Singh. Known for his intensity on the field, Singh plays a perfectionist instructor running a mock “Chaanta Class”. Students of all ages attempt to demonstrate their appliance-slapping techniques, only to be met with Singh’s disapproval as he points out their flaws. The exaggerated classroom setting adds to the humour, while reinforcing the core message – slapping appliances isn’t the solution anymore.

The film concludes with a clear call to action: instead of relying on outdated fixes, consumers should take advantage of Flipkart’s Republic Day Sale deals to replace or upgrade their electronics.

By spotlighting a familiar household behaviour and reframing it with wit, Flipkart manages to strike a chord across demographics. The campaign not only delivers entertainment value but also nudges consumers towards higher-value purchases, positioning the Republic Day Sale as the smarter alternative to habitual jugaad.

With relatability at its core and humour as its hook, the campaign reinforces Flipkart’s focus on cultural storytelling to drive commerce – one chaanta at a time.