Flipkart Reframes Romance This Valentine’s Week with ‘Choreplay Store’

 For Valentine’s Week, Flipkart is shifting the conversation around romance by positioning shared household responsibility as a meaningful gesture of care. The e-commerce platform has launched the Choreplay Store, a one-of-a-kind in-app store created to highlight how everyday chores can reshape relationship dynamics.
Conceptualised by Talented, directed by Tanvi Gandhi, and produced by Rachaita Vyas & The Little Button Films, the campaign translates a behavioural science insight into a tangible e-commerce experience, timed specifically for Valentine’s Week.

The campaign is rooted in research that highlights how unequal distribution of household labour affects relationships. Studies indicate that women who carry a disproportionate share of domestic responsibilities often begin to perceive their partners as dependents rather than equals, blurring emotional roles and impacting intimacy. A nationwide survey conducted in 2020 found that only 26% of men in India participate in any form of housework, reinforcing long-standing cultural expectations around gender roles within homes.

Watch campaign here:


Against this backdrop, Flipkart introduces the Choreplay Store, positioned as the world’s first store of chore essentials curated specifically for men. The store features everyday household products including mops, washing machines, dishwashing gels, pet care items, gardening tools and more, reframing them as acts of shared responsibility rather than routine tasks.

The campaign film uses humour and cultural insight to underline its central message: that effort at home can be as meaningful as traditional romantic gestures. Through a light-hearted yet pointed narrative, the film challenges viewers to reconsider how everyday actions influence emotional connection within relationships.

Speaking about the idea, Reya Reji, Malvika Thirani and Walston D’souza, Creatives at Talented, said, “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. The storefront itself carries cheeky details and chore-inspired quirks designed to draw people into the experience.”

Director Tanvi Gandhi 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 and find immensely attractive, presented in a light-hearted, chuckle-worthy way.”

The campaign film is live on digital platforms, with the Choreplay Store accessible via the Flipkart app during Valentine’s Week.