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. Traditionally, household products like dishwashers, vacuum cleaners, pressure cookers have been marketed to women for years, reinforcing the idea that domestic responsibility is theirs alone. But with Choreplay, we flipped the script. With a store only for men that repositions ‘shared effort’ as desirable, not just dutiful. Conversations around female desire and equality have often been framed in a serious and preachy tone, limiting their impact. But with Choreplay, we took a more contemporary approach by design, keeping humour and our narrative front and centre to nudge a subtle but important mindset shift.
