“Forget foreplay. Doing the dishes or mopping the floor can get you luckier”, says Flipkart, through their one-of-a-kind store launched just in time for Valentine’s week. Conceptualised by Talented, directed by Tanvi Gandhi and produced by Rachaita Vyas & The Little Button Films, this modern romance campaign turns a behavioural science insight into a tangible e-commerce experience.
Research shows that women who shoulder more household responsibilities perceive their partners as overly reliant on them, blurring the lines between the roles of a partner and a mother. This confusion of roles can dampen their desire for their partners. A nationwide survey in 2020 found that only 26% of men in the country do any kind of housework at all. Then there is this cultural expectation in India that married women, specifically mothers, do not feel desire at all.
To help men understand the gravity of household chores for their partners and themselves, Flipkart launched the Choreplay Store – the world’s first store featuring chore essentials, made strictly for men. So this Valentine’s Day, head to the Choreplay Store, and shop for everything from mops, washing machines, dishwashing gels, pet care essentials, gardening tools and more at amazing offers, and give your partner the choreplay she deserves.
Reya Reji, Malvika Thirani and Walston D’souza, Creatives at Talented, add, “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. And as you can see in the output, we had immense fun bringing it to life. The storefront has some really cheeky details and chore-inspired quirks built in. That’s our bait to get you to check the Choreplay store on the Flipkart app.”
Tanvi Gandhi, Director, The Little Button Films, adds, “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 across generations, and find immensely attractive. My favourite thing about this campaign is that it makes women feel seen in the most light-hearted, chuckle-worthy way. I hope this campaign gives women the broom-ance they truly deserve.”
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