eBay India has unveiled an integrated campaign aimed at expanding the online shopping category in the country.
Targeted at savvy netizens across leading Indian metros in the 20 – 45 years age bracket, eBay India’s new campaign emphasizes “Super Deals, Super Safe” as its core message. Conceptualized in a unique, black and white style, each 25-second commercial establishes key user benefits of product range, deals, discounts and security through a playful twist on calls that come to the talk show “The eBay way”.
Kashyap Vadapalli, director - marketing and operations, eBay India said, “As category leaders, we want more consumers to discover the benefits and advantages of online shopping and establish eBay India as the best place for deals and bargains, product range and security.”
Developed by W+K, a series of TVCs open in typical Doordarshan news room, with presenters Komal G.B Singh and Narrotam Puri answering quirky calls from consumers. Consumer queries border on a range of unusual topics, like a young girl in search of three new boyfriends, a salesperson marketing a credit card, a girl interested in getting a dog and a man yearning for an Oscar. Contradicting the seriousness of news delivery, Singh and Puri respond with eBay India as the solution for problems,. The callers are surprised and curious about the suggestions, to which the news presenters laugh and explain that for everything else, like discounts, wide range of products and payment security for online transactions, eBay India is the final answer.
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Mohit Jayal, managing director, W+ K said, “For an exciting, dynamic category as online shopping, our concept for this campaign evolved from a need for clutter-breaking and attention grabbing commercial. To effectively deliver all key features of the eBay shopping experience, a consistent design with message flexibility was created and executed in an unexpected black & white format; which when combined with a clever live talk show spoof, quirky calls from consumers and the presence of veteran yesteryear news readers, leaves a lasting impression on viewers!”
Added Mohamed Rizwan, senior creative, W+K, “Considered to be the most authentic source of news in the pre-cable TV era, the commercials have been intelligently designed in the Doordarshan news format to appeal to audiences’ sense of nostalgia.”
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