National | January 17, 2026: For many Indian households, when a washing machine, refrigerator, or television stops working, the first instinct isn’t always to replace it – it’s to give it a good old-fashioned ‘chaanta’. This quirky method has become an unspoken national ritual, passed down from generation to generation.
Flipkart decided it was time to challenge this tradition. Ahead of the Republic Day Sale starting 17th January 2026, Flipkart launched a campaign encouraging consumers to stop relying on chaantas and start shopping for their favourite electronic appliances instead. The campaign cleverly combined humour, relatability, and a cultural insight that every Indian could identify with.
The campaign was brought to life with a fun launch film starring ace Indian spinner Harbhajan Singh. In the film, Harbhajan takes on the role of a perfectionist teacher running a “Chaanta Class” for students of all ages. With his trademark intensity, he critiques their technique, showing his frustration as they fail to slap electronic appliances properly. The film ends with a simple, powerful message: chaantas aren’t the solution — upgrading with Flipkart’s Republic Day deals is.
By turning a familiar household habit into a playful narrative, Flipkart’s campaign not only captured attention but also encouraged higher-value purchases in the electronics category. With the Republic Day Sale offering the best deals on large appliances, the message was clear: it’s time to stop chaantas and start shopping.
