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eBay attempts to grab a larger pie in the festive season

11-October-2012
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eBay attempts to grab a larger pie in the festive season

To ride on the upcoming festive season, eBay India launched a TVC and a digital campaign signifying the ‘value of deals’ in a shoppers’ life. The prime objective of the campaign is to acquire new customers in online shopping category.

The ‘Kyun eBay ke bare mai nahi suna’ campaign attempts to give people a view of the value deals available on eBay.

Commenting on the launch of the marketing campaign, Kashyap Vadapalli, Chief Marketing Officer, eBay India said, “Our new marketing campaign brings alive the fact that eBay India is the leading shopping destination for savvy online shoppers looking for great deals, offering an unmatched variety of products across categories. We foresee online shopping growing rapidly in India and as pioneers of e-commerce, our campaign aims at instilling consumer confidence, promising the consumer a completely secure and satisfaction-guaranteed experience of getting the product they selected and paid for.”

According to Vadapalli, Diwali is a time when consumers are looking to acquire lot of new things for personal use and gifting purposes. It is the time when their wallet size expands and they want to spend more money. Keeping this in mind, eBay targets people who want to shop for Diwali but have never experienced online shopping.

The television commercial has been developed by Law and Kenneth and was rolled out nationwide to encourage Indians to shop their heart out this festive season by getting the best deals online.

Targeted at value-seeking shopping enthusiasts across the country in the age bracket of 18 – 40 years, the television campaign portrays everyday slice-of-life. It gives insights around activities of everyday life, letting people know they can get the best deals on eBay.

“Typically all e-commerce shopping advertisements seem like a piece of advice. We are trying to tap into basic consumer insights and give a no-advice perspective. We want to let the consumer think about it,” added Vadapalli.

A digital campaign has been designed by an in-house digital team, in tune with the television commercial. The campaign has been initiated across search engines, social networking sites and other digital platforms. The campaign will continue throughout the festive season, till Diwali.

To give the consumers a view of the deals available on eBay, a number of contests are organised on their social networking pages. Consumers have to see the advertisements online and answer questions about it. According to Vadapalli, activation on digital is a very important lever, not only in terms of exchanging ideas but also in terms of drawing traffic to website and generating conversions.

eBay is also advertising around it’s eBay guarantee programme. Initiated two years ago, the system enables consumers to complain about products that are not up to mark or are faulty.

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