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eBay finds a unique way to promote itself with Mandira Bedi

22-December-2006
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eBay finds a unique way to promote itself with Mandira Bedi

She captured a nation’s attention with her spaghetti straps and a common man’s view of cricket, now Mandira Bedi, as the brand ambassador of eBay India, is out to promote the online shopping portal by furnishing her ‘Dream House’ using stuff bought only through eBay.

Bedi was given a time period of two weeks and a budget of Rs 4 lakh to do up her ‘Dream House’. The principal condition was that she had to buy everything through eBay India only. For this, she scoured through the various listings on eBay and zeroed in on various products available from across the country and had it shipped to the Dream House.

Speaking at a function to open the gates of the Dream House, Rajan Mehra, the newly appointed Country Manager of eBay India, said, “The eBay Dream House is a concept to showcase the wide range of products available at all price points to do up a house of your choice.”

Commenting on her association with eBay for Dream House, Bedi said, “While decorating a house I tend to look for items that suit my taste and make me feel happy. I never knew eBay had such great home décor items. Once I discovered the choices and started shopping, I just couldn’t stop!”

Explaining more about the promotion of this new initiative, Rathin Lahiri, Head of Marketing, eBay India, said, “As we are an online medium, we will be concentrating on the online front for promotion. We will be sending out mailers to our around two million members and place banners across our sites for non-members to reach the landing page of eBay Dream House. From this page, our members can even order the products which have been showcased in the virtual tour, while non-members can register with us and then shop for the same.”

Talking about the shopping environment on eBay India, Mehra said, “We provide a trusted and secure marketplace, which can be accessed from the comfort of one’s home. Also, we have noticed that the major share of eBay users are from semi-urban cities like Jodhpur, etc. This explains the diversities of market available on eBay.”

Speaking on the future plans of eBay India, Lahiri said, “There are around 35-40 million Internet users across the country, while our membership base is just two million. Our main aim is to get in the rest of Internet users in the country to shop with us again and again.”

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