Mumbai: For generations of Indian households, a malfunctioning washing machine, refrigerator, or television has often been met not with replacement—but with a well-timed ‘chaanta’. This age-old ritual, passed down across families, has become an unspoken cultural habit when appliances stop working.
Flipkart has now decided to challenge this tradition. Ahead of its Republic Day Sale starting January 17, 2026, the e-commerce major launched a new campaign urging consumers to move beyond chaantas and instead upgrade their homes with new electronic appliances. Rooted in humour and deep cultural insight, the campaign taps into a behaviour almost every Indian household can relate to.
The campaign is led by a launch film featuring former Indian cricketer Harbhajan Singh, who steps into the role of a stern, perfectionist instructor running a fictional “ChaantaClass.” In the film, Harbhajan schools students of all ages on the supposed “art” of slapping appliances, expressing visible frustration as they fail to get the technique right. The narrative builds with his trademark intensity before delivering a clear and contemporary message: slapping appliances isn’t the solution—upgrading them during Flipkart’s Republic Day Sale is.
By transforming a familiar household reflex into a playful, exaggerated storyline, Flipkart effectively blends nostalgia with modern consumer behaviour. The campaign not only entertains but also drives home a strong call to action, positioning the Republic Day Sale as the right moment to replace ageing electronics with newer, more reliable options.
With attractive offers across large appliances and electronics, the campaign reinforces Flipkart’s focus on driving higher-value purchases while staying culturally relevant. The message is simple and memorable: it’s time for India to stop chaantas and start shopping.
Campaign film link:
