Description
Research shows 1 in 2 women feel more attracted to their partners when they do household chores. So this Valentine’s Day, we created the Choreplay Store on Flipkart - the world’s first store that reimagined household essentials as modern-day adult toys. Housed directly on the Flipkart app, the store offered an entertaining retail experience by mimicking the language of adult content. We chose the top 100 products that have traditionally been marketed to women, and gave them innuendo-led names, double entendre product descriptions, and pixelation across visuals to reframe 'shared effort' as desirable, not just dutiful. Funnily enough, what looked risqué at first glance revealed something far simpler: men simply doing chores. This playful misdirection made users engage and explore, leading to 19% more sales of household items and 15% more sales of appliances on a day like Valentine’s Day, traditionally clogged with predictable gifting.
