eBay India has unveiled its first ever TV advertising campaign comprising three 20-second TVCs which communicate that online shopping is not only exciting and cool but also a smarter way to shop. The creative agency for the campaign is RMG Connect, while the creative idea is the brainchild of the agency’s Creative Director, Deepak Agarwal.
The ad focuses on eBay’s target consumer – the 21-35 year-old – and highlights eBay India’s unique offerings, including attractive deals and over 100,000 products to choose from.
The communication objective is to build awareness of online shopping and position eBay India as a vibrant, cool and exciting online shopping destination. The commercials broke across 12 TV channels on November 29 and would be on air for three weeks.
The campaign is based on actual consumer insight that every shopper at some point has felt badly treated by a shopkeeper and has wanted an experience where he/she didn’t have to put one’s self-esteem on the line or feel guilty about seeking a lower price.
Rathin Lahiri, Chief Marketing Officer, eBay India, said, “Our communication is based on a real consumer insight and we believe that it will appeal to everyone who loves shopping. As category leaders, we would like to drive consumers to adopt online shopping and do it on eBay as it is truly a smarter way to shop.”
RMG Connect’s Agarwal said, “A great reason to shop on eBay India is that there are many sellers offering the item you are looking for, so you’ll find it at your price point. But imagine quoting your price point in the real world? You’ll either be laughed at, shooed off or worse. That’s not cool.”