From slapstick to smart buys Flipkart gives chaanta culture the boot

MUMBAI: When gadgets misbehave in Indian homes, they often face swift justice, a sharp chaanta and a hopeful stare. It is a repair ritual as old as the appliances themselves, passed down with the quiet confidence that a slap can fix almost anything.

This Republic Day, Flipkart decided it was time to break the habit. Ahead of its Republic Day Sale starting 17 January 2026, the e-commerce major rolled out a tongue-in-cheek campaign urging consumers to retire the slap and consider an upgrade instead.

The idea comes alive in a playful launch film starring Harbhajan Singh, who swaps spin for strictness as a no-nonsense instructor running a mock “ChaantaClass”. Playing a perfectionist teacher, Harbhajan puts students of all ages through their paces, scolding them for poor slapping technique and visible lack of conviction while dealing with stubborn televisions, refrigerators and washing machines.

The punchline lands with purpose. As Harbhajan’s patience wears thin, the film delivers its message with a straight bat, if appliances are acting up, the solution is not another slap, it is a smarter replacement. Flipkart positions its Republic Day Sale as the obvious alternative, spotlighting deals on large electronics without spelling out discounts, letting humour do the heavy lifting.

By turning a familiar household reflex into a cultural wink, the campaign leans on relatability rather than loud salesmanship. It also nudges consumers towards higher-value electronics purchases at a time when repair often trumps replacement.

The message is simple, and sharply delivered. When the chaanta stops working, it might be time to stop slapping and start shopping.