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eBay's 'Discover Project': The subtle art of branding around human emotions

03-June-2014
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eBay's 'Discover Project': The subtle art of branding around human emotions

eBay India has recently unveiled its social media campaign targeting the digital users. We have seen many recent campaigns by all leading players including Flipkart, Snapdeal, Amazon, Jabong, Myntra and many more. While all of them have used innovative approach, at the end they choose to go with offering consumers great discounts or speedy deliveries or both.

The 2.54 minute video produced by digital agency Webchuteny shows features a young man who has lost his memory and begins ‘Discover Project’ to identify his interests. It depicts his journey from being a confused youngster to finding his world via eBay India.

Talking to exchange4media,  Gurbaksh Singh, Creative Director, Webchutney stated that they have stayed away from overtly branding the film as it ‘mars the prospects of the video going viral’. Talking about the idea behind the concept he stated, “Taking forward eBay's brand positioning of 'whatever you want, you can find on eBay', we have crafted a 'consumer story' that positions eBay as an enabler.”

The movie has clear narration, though could be shorter and crispier. Sachin Kumar, Head, Motivator India shared that the story has various elements that are unique to it and not commercial.

“Firstly, there is powerful insight married to the brand. The insight is that by far today's generation is living two lives. One is to fulfill commitment towards family and society and the other is to discover the New Me. The later part is seamlessly tied in with the products that eBay is trying to promote,” he said. He added that another thing unique to the campaign is that this as an e-commerce player, it is not blatantly selling products with an offer but trying to touch emotional chords with consumers. “I must appreciate the 'Hatke' approach by creative agency and the marketing team that believes in subtle branding rather than keeping logo constantly on every frame,” he concluded.

You can watch the ad here:
 

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