Flipkart enlists Harbhajan Singh to challenge India’s ‘Chaanta’ tradition

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 fix has become an unspoken national ritual, passed down from generation to generation.

Flipkart decided it was time to challenge this habit. Ahead of its Republic Day Sale, starting 17 January 2026, the e-commerce giant launched a campaign urging consumers to stop relying on chaantas and start upgrading their electronic appliances instead. The idea taps into a shared cultural truth, blending humour and relatability with a clear retail message.

The campaign was brought to life through a playful launch film starring Indian cricket icon Harbhajan Singh. He appears as a strict, perfectionist teacher running a fictional “ChaantaClass” for students of all ages. With his trademark intensity, Harbhajan critiques their slapping technique, growing increasingly frustrated as they fail to deliver the ‘perfect’ chaanta to malfunctioning appliances.

The film closes with a simple, pointed message: chaantas aren’t the solution – upgrading with Flipkart’s Republic Day deals is.

By turning a familiar household behaviour into a light-hearted narrative, Flipkart’s campaign captured attention while nudging consumers towards higher-value electronics purchases. With the Republic Day Sale promising strong deals on large appliances, the message lands clearly: it’s time to stop chaantas and start shopping.