eBay India has extended its recently launched TVC to outdoor across three prime markets – Mumbai, Delhi and Bangalore. The campaign has been developed by Law & Kenneth and executed by Milestone Brandcom.
To display its new brand message – ‘want it. get it’ – ebay India has used interesting outdoor mediums such as bus back panels, bus queue shelters, kiosks, mobile vans, hoardings, etc. at strategic locations.
Commenting on the outdoor campaign initiative, Kashyap Vadapalli, Chief Marketing Officer, eBay India said, “We have rolled a multi-media campaign and OOH plays a significant role in it. The campaign is active in our key markets. After an effective TVC we wanted to take our communication strategy outdoor to retrain our brand message, ‘want it. get it’.”
Apart from this, the e-commerce brand has tied up with PVR Cinemas in more than 20 locations. In this activity, eBay India plans to give discount coupons with every PVR ticket purchased. Branding across these locations is also a part of this partnership. In addition, eBay will collaborate with a popular coffee chain to exploit in-café branding opportunities.
“Almost 25 per cent of our marketing budgets will be used for the OOH initiatives. This includes PVR and café branding activities,” said Vadapalli.
It should be noted that eBay India has undertaken a high visibility outdoor campaign after a period of two years.