Flipkart has launched a Republic Day sale campaign that challenges a common household response to faulty electronic appliances: hitting them to make them work.
The campaign, released ahead of the Republic Day Sale starting on 17 January 2026, draws on the widely recognised habit of using a ‘chaanta’ when appliances such as washing machines, refrigerators or televisions malfunction. Instead of encouraging repair or replacement, the act has often been treated as a first response in many Indian homes.
Through this campaign, Flipkart positions appliance upgrades as an alternative to this practice, linking the message to discounts available during the Republic Day Sale, particularly on large electronic appliances.
The campaign film stars Harbhajan Singh, who plays a teacher conducting a ‘Chaanta Class’. In the film, he instructs students of different ages on how to slap appliances correctly, expressing dissatisfaction with their technique. The narrative concludes by suggesting that chaantas are ineffective and that consumers should consider buying new appliances during the sale.
By focusing on a familiar household behaviour, the campaign aims to draw attention to Flipkart’s Republic Day offers and promote purchases in the electronics category.
