Chennai: Culture Machine’s Tamil entertainment digital channel ‘Put Chutney’ collaborated with e-commerce giant Flipkart to create a quirky video titled, ‘Tensions of India – Vilaivasi Nee Yosi’. Tensions of India is a series of satire videos depicting the idiocies and idiosyncrasies of Indian lifestyle.
In this video, we witness an archetypal strict and controlling Indian father who gets outraged every time his family pushes him to spend money on unnecessary things. His constant worry is the increasing cost of life; How does he deal with his family’s demands? How does he manage to run his family in today’s rising prices?
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Kartikeya Bhandari – Sr. Director, Brand Marketing | Flipkart commented, “We always look for reaching out to our regional consumers in the most interesting ways. This integration with PutChutney, using the popular format, Tensions of India, has been done in a seamless manner keeping The Big Billion Days campaign message ‘Ab Mehengaai Giregi’ at the heart of it. Staying truly relevant in the daily life of our consumers, our effort is pick up real life instances which are strong and yet simple.”
Put Chutney released a statement, “Put Chutney has always looked at the humorous side of things. We are delighted to partner with Flipkart for this video as it conveys a story that is not just comical but also highly relatable. It offers a new perspective to what mehengai means to a Tamil speaking audience.”
