e-commerce
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.
e-commerce
ONDC names Vibhor Jain MD and CEO; Rohit Lohia joins as CBO, Manoj Thakur as CTO
Leadership formalised as open commerce network sharpens focus on scale and user value
The Open Network for Digital Commerce has formalised Vibhor Jain as managing director and chief executive officer, cementing a leadership transition at India’s ambitious open commerce platform as it pushes for scale and relevance.
Jain, who had been serving as acting chief executive officer since April last year following the exit of Thampy Koshy, steps into the role with effect from 7th April , according to a report by The Economic Times. He previously served as chief operating officer at the government-backed network, which enables buyers and sellers to transact across applications through an open, interoperable system.
Setting out his strategy, Jain underscored the network’s differentiated architecture. “Going forward, we are concentrating on what open, interoperable infrastructure can uniquely enable, things that no single platform has the incentive or the architecture to do,” he said.
He added that the immediate priority is to widen ONDC’s impact across user cohorts often underserved by platform-led commerce. “My priority is to deepen the value ONDC creates for the people it exists to serve: kisaans, karigars, kiranas, gig workers, first-time investors, and daily commuters across India,” he said.
Jain also flagged leadership reinforcement within the organisation, noting that ONDC has “a strong and exciting leadership team in place”, with Rohit Lohia joining as chief business officer and Manoj Thakur as chief technology officer.
With over 18 years of experience spanning entrepreneurship and consulting, Jain brings a track record in technology-led, large-scale transformation programmes and internet businesses. At ONDC, he has been closely involved in shaping strategy and operations as the network seeks to move digital commerce away from platform-centric models towards an open network approach.
Before ONDC, Jain worked with JUMO, where he helped set up the fintech firm’s India operations, and led the India launch of Mobike, handling regulatory, policy and operational aspects of its market entry. Earlier, he co-founded Atlanta Healthcare, an air quality management company, and spent more than a decade in consulting roles at Andersen and EY, advising governments on public policy and technology-driven reforms, including work on the Aadhaar programme and tax systems.
The mandate is clear but the path is complex. As ONDC attempts to rewrite the rules of digital commerce, Jain now carries the burden of turning open architecture into mass adoption, in a market still dominated by platform power.
