The campaign draws on behavioural research suggesting that women who take on more household responsibilities may perceive their partners as overly reliant on them, which can influence relationship dynamics. A nationwide survey in 2020 also found that only 26% of men in India perform any housework, highlighting a persistent cultural expectation that married women, particularly mothers, carry most domestic duties.

The Choreplay Store offers a range of household items for men, including mops, washing machines, dishwashing gels, pet care products, and gardening tools. Flipkart aims to make the act of sharing household responsibilities more visible and appreciated.

“Choreplay is built on a simple truth. Real romance begins long before the bedroom, in everyday acts of respect, maturity, and shared responsibility at home. Because nothing says ‘I see you’ like making equal effort to keep the house in order. And as you can see in the output, we had immense fun bringing it to life,” said Reya Reji, Malvika Thirani, and Walston D’souza, creatives at Talented.

They added, “The storefront has some really cheeky details and chore-inspired quirks built in. That’s our bait to get you to check the Choreplay store on the Flipkart app,” 

Tanvi Gandhi, director at The Little Button Films, also added, “Roses are nice. But watching someone finally learn where the mop is kept, and wipe the house clean? Ultimate romance. Choreplay celebrates the gestures women actually remember across generations, and find immensely attractive.”

Tanvi added, “My favourite thing about this campaign is that it makes women feel seen in the most light-hearted, chuckle-worthy way. I hope this campaign gives women the broom-ance they truly deserve.”

The campaign includes digital films and interactive elements designed to engage users with the theme of shared household responsibility, framing domestic effort as a meaningful expression of care.

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