This festive month, when e-commerce players such as Amazon, Flipkart and Snapdeal are aggressively attempting to catch consumer attention, the strategy taken by eBay is different. India is a country that’s all heart and given that Diwali will soon be celebrated here, eBay has taken an emotional route to touch the hearts of consumers.
Its new campaign titled ‘ThingsDon’tJudge’, conceptualised by BBDO India, encourages consumers to shop online from over 10 crore products. It highlights the message that –“eBay has products that don’t judge you for who you are or what you believe in. Don’t let the voices hold you back… They say just one thing – Live and let live!”
The brand is back to advertising after a gap of almost three years and this is their first ever full-fledged brand campaign. The TV campaign is being seen across all major channels in Hindi, English, Telugu, Marathi, Tamil and Kannada. 10 key markets including Delhi NCR, Bangalore, Hyderabad, Mumbai, Chennai, Pune, Kolkata, Chandigarh, Ahmedabad and Indore are being targeted. The campaign will also be prominent on big ticket movie premiers, popular comedy and reality TV shows, sports events, news and blockbuster world television premiers. In addition to this, it is also getting extended across key digital and social platforms.
Highlighting sensitive issues and in an attempt to break stereotypes, the campaign broaches topics like same sex relationship, gender bias, religion and others.
Commenting on the strategy behind the ad film, Josy Paul, Chairman, BBDO India, said, “When we started work on eBay, we had questions: Will our idea provoke conversation? Will the context last longer than the immediacy of the content? Will it influence change? We could feel the energy in the room when this idea came up. Something happened! The passionate team at eBay - along with BBDO team - are doing what we can to create a better world even as we create greater desirability for the 10 crore products that are available on eBay."
Hemant Shringy, Executive Creative Director, BBDO India, said, "When we found out that eBay has over 10 crore products, we knew it had to speak not just like a category leader, but as a conversation and thought leader. And the eBay team really encouraged us and helped us find that voice. After an amazingly explorative and collaborative process we arrived at the idea - Things Don't Judge. With 10 crore things at the heart of the idea, it says that in a time when we are constantly judging and being judged, things have the incredible quality and power of not judging. In fact they become our allies in finding our own versions of perfect, something that eBay stands for. We hope this idea helps create change. We think we have managed to make a film that tells the brand story and really makes you think.”
Giving a perspective on why they felt the need to launch a TV campaign now, Shivani Suri, Director, Marketing, eBay India, said, “Online shopping is changing how we live. It’s ushering in the acceptance of new. It’s at the heart of our evolving culture that’s gradually helping us distance from the norms around gender, age, cast, creed, social status or preferences. eBay, with over 10 crore products, is inspiring consumers to shop for their favourite item and live their passions, desires, choices, and beliefs without inhibitions. With this central theme we decided to launch this campaign to not just capture market share but drive conversational commerce.”
The high-intensity war among major e-commerce players like Flipkart, Snapdeal and Amazon started quite some time before they kick-started their festive sales and offers. The deals and offers of these brands were quite visible across outdoor, print and television. From front page jacket ads on national dailies to taking pot-shots at the other player’s creatives, these brands are currently doing everything possible to woo their customers.
The tonality of these brands at the moment is more on promoting the respective sale offers on their site and their campaigns have been discount led by weaving in the festive mood. Snapdeal has allotted a budget of Rs 200 crore as marketing spends on a 360 degree campaign for a span of two months. It has also unveiled a new brand identity which includes a new logo along with a new positioning on the theme ‘Unbox Zindagi’.
Amazon India has released the campaign ‘TyohaarBadeDilWala’ to promote its ‘Great Indian Festival’ sale. The campaign talks about how people usually splurge just before Diwali, showing instances of family and friends who don’t hesitate to buy the best things for their loved ones.
Flipkart’s The Big Billion Days Sale, which is in its third year, will continue to offer huge discounts on a wide range of products including electronics, clothing, TVs, smartphones and more. The brand’s creatives talk about the sale and comes with the tagline, ‘Ab Itne Mein Itnaa Milega’.