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
Amazon revives ‘Aur Dikhao’ with new integrated campaign
Targets everyday shopping with IPL, regional and digital-first strategy.
MUMBAI: If India loves asking for more, Amazon is more than happy to show it. Amazon India has rolled out a new chapter of its ‘Aur Dikhao’ platform, partnering with WPP to reposition itself as the go-to destination for everyday shopping, where choice, trend and value collide. The integrated campaign, led by WPP OpenDoor along with WPP Creative and WPP Production, is designed to shift perceptions around affordability while reinforcing the platform’s breadth of selection.
At its core is a simple behavioural truth: shoppers rarely stop at the first option. By turning the phrase ‘Aur Dikhao’ into a cultural and commerce cue, Amazon is attempting to tap into the joy of discovery particularly across high-frequency categories such as fashion, beauty, home and kitchen, and wireless accessories.
But this isn’t just a creative refresh, it’s a full-stack media and commerce play.
The campaign is heavily anchored around IPL 2026, where Amazon has secured prominent visibility across both linear and connected TV, including a co-powered sponsorship on CTV. It also integrates into match narratives through a branded segment, ‘Game Changing Moments Aur Dikhao’, ensuring the brand rides on high-attention moments rather than sitting on the sidelines.
Beyond cricket, the strategy stretches into emerging content formats. A ‘ShopTheScene’ approach embeds products within short-form storytelling, turning entertainment into a shoppable experience. Influencer-led content, timed with the IPL season, is expected to further amplify the idea of “option overload” in culturally relevant ways.
Regional depth is another key lever. The campaign has been localised across six languages Hindi, Tamil, Telugu, Kannada, Marathi and Bengali supported by on-ground activations, cinema and out-of-home partnerships in markets such as Maharashtra and Andhra Pradesh. The aim is clear: push relevance beyond metros into Tier 2 and Tier 3 audiences.
For Amazon, the ambition goes beyond awareness. The campaign is structured to create repeated touchpoints across consumer journeys, nudging new and infrequent users to turn to the platform for everyday purchases.
As e-commerce competition intensifies, ‘Aur Dikhao’ signals a strategic shift from being a place people visit occasionally, to one they instinctively return to. Because in the battle for daily habits, sometimes the winning move is simply to show more.
