The campaign seeks to inspire consumers to shop from over 10 crore products without any inhibitions
National, Sept 28, 2016: eBay India announced their brand new TV campaign #ThingsDon’tJudge. The campaign aims to inspire consumers to shop online from over 10 crore products available on ebay.in. The TV campaign will go on air from 28th September 2016.
Conceptualized by BBDO India, the film shows different situation where people are seen breaking away from a certain prejudice that the society imposes. The means for them is a product they have purchased from eBay, which enables them to move away from the shackles of judgments and live as they would. A product is that one thing that doesn’t judge them, though people may.
Commenting on the launch, 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 favorite 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.”
Commenting on ad film, Josy Paul, Chairman, BBDO India “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 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.”
The TV campaign will be seen across all major television 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. The campaign will also be extended across key digital and social platforms.
About eBay India
eBay India (www.ebay.in) is a leading online marketplace and shopping destination in India where thousands of entrepreneurs list over 10 crore products across Electronics, Lifestyle, Collectibles and Media categories. eBay India is a 100% subsidiary of eBay Inc.
eBay offers consumers the option to make purchases via EMI through ICICI, Citibank and HDFC credit cards. All purchases are covered under the eBay Guarantee which ensures refund or replacement in case a consumer is unhappy with the purchase.
About BBDO INDIA
BBDO India is part of the BBDO Group worldwide. BBDO India’s philosophy ‘Create Acts Not Ads’ has forged a whole new approach to brand communication. BBDO India is the only agency in India, Asia and the world to have won four inaugural awards at the Cannes Lions Festival of Creativity – for PR, Creative Effectiveness, Glass Lion and Entertainment Lion categories – and have created history by being the first agency in the world to win the inaugural Grand Prix in the Glass Lions category.
