India — In many Indian households, when a washing machine, refrigerator, or television stops working, the first response is often not to replace it, but to give it a vigorous slap, a practice known locally as a ‘chaanta’.
This quirky habit drew Flipkart’s latest campaign film ahead of its Republic Day Sale, which began on January 17.
The campaign film aims to encourage consumers to reconsider this approach and explore new electronic appliances, while blending humour with a cultural insight familiar to many Indians.
Moreover, the film features former Indian cricketer Harbhajan Singh as a perfectionist teacher conducting a “Chaanta Class” for students of all ages.
He critiques their technique with his trademark intensity, showing his frustration as they fail to apply the chaanta effectively. The film concludes with the message that chaantas are not the solution, suggesting instead that consumers consider upgrading their appliances.
By turning a household habit into a narrative format, the campaign seeks to attract attention while highlighting Flipkart’s offerings in the electronics category during the Republic Day Sale.
