eBay breaks stereotypes with #ThingsDontJudge, embeds '10 crore products' in larger social message
Watch the ad film conceptualised by BBDO India here
Sep 28, 2016 07:58:00 AM | Video | Campaign India Team Share -
eBay India has rolled out a TVC which communicates its vast range of (over 10 crore) products. The film has been conceptualised by BBDO India.
The film opens in the pouring rain, as a young man wearing ghungroos (musical anklets) performs classical dance on a terrace by himself, unmindful of a lady looking at him. His thoughts are: 'Log chahe kuch bhi kahe, par mere ghungroo mujh se ye nahin kehte ke woh sirf auraton ke liye banaye hai' (No matter what people say, my anklets don't tell me that they're made only for women).
As a young woman in a salwar kameez walks past a club, and she passes other women in modern wear, she thinks: 'Meri salwaar kameez mujhe behenji nahin bulate' (My salwaar kameez doesn't address me as behenji). She rides away on a cruiser bike.
A lady, Aamna Khan, celebrating with people of Hindu faith, says the diyas (lamps) of Diwali don't ask for her full name, A man proposes to another with an engagement ring, that he feels, only sees his love. A series of men open up with pouts to their unquestioning mobiles for selfies. A weary housewife relaxes with a book on a welcoming reclining chair, that doesn't question her need for rest. As her peers at a park laugh together, an old woman skips, her rope not questioning her age.
The film ends with the voice over saying, no matter what others say, the 10 crore products on eBay simply say 'Jeeyo aur jeene do' (Live and Let Live), before signing off with #ThingsDontJudge.
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.”
Josy Paul, chairman and CCO, BBDO India, said, “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, added, "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 film went on air on 28 September. The campaign will be extended to digital and social media.