Flipkart’s Campaign Encourages Upgrading Electronics for Republic Day

For many households in India, when a washing machine, refrigerator, or television fails to function properly, the first response is often not to replace it but to give it a good old-fashioned chaanta. This quirky remedy has evolved into an unspoken national custom, passed through generations. Flipkart recognized the need to address this habit. In anticipation of its Republic Day Sale, set to begin on January 17, 2026, the e-commerce platform initiated a campaign urging consumers to abandon their reliance on chaantas and instead upgrade their electronic appliances. The campaign cleverly combines humour, cultural understanding, and everyday familiarity, tapping into a behaviour that resonates with most Indian households.

Engaging Film to Illustrate the Message

The concept comes to life through a humorous launch film featuring former Indian cricketer Harbhajan Singh. In this film, Singh portrays a strict, perfectionist instructor conducting a fictional “Chaanta Class” for learners of all ages. With his signature intensity, he assesses their slapping techniques, clearly exasperated by their inability to restore broken appliances. The film culminates with a strong message: chaantas are not the answer; upgrading with Flipkart’s Republic Day offers is.

Shifting Consumer Behaviour

By transforming a familiar household practice into a whimsical story, the campaign seeks to achieve more than just amusement. It gently nudges consumers towards significant purchases in the large appliances sector, presenting replacement as a more sensible option compared to temporary fixes. With compelling offers available during the Republic Day sales on electronics, Flipkart’s message is clear: it is time to move past slapping appliances and start shopping wisely.