eBay India is out with a new campaign for the festive season.
Conceived by Law & Kenneth, the campaign has a set of four TVCs, each of which brings out how eBay offers the best possible deal to buyers.
The four TVCs portray an ordinary buyer's behavioural tendencies driven by one key element - price. For instance, one buyer tries to source a product from the USA and another waits for the next model to arrive in the market, so that he can buy the previous one at a slashed rate. But in the end of each film, they are told that eBay offers them the best prices, so they don't have to waste their time indulging in any other mode of purchase.
Watch the other three TVCs from the campaign here (the story continues below)
Kashyap Vadapalli, chief marketing officer, eBay India, said, “Our new marketing campaign brings alive the fact that eBay.in is the leading shopping destination for savvy online shoppers looking for great deals, offering an unmatched variety of products across categories. We foresee online shopping growing rapidly in India and as pioneers of eCommerce, our campaign aims at instilling consumer confidence, promising the consumer a completely secure and satisfaction-guaranteed experience of getting the product they selected and paid for."
Rahul Nangia, chief creative officer - West and South, Law & Kenneth, added, “People go to great lengths to get a better deal on their purchase. The films use this very simple insight to communicate the point that eBay.in has the best deals one can find.”
In addition to TV, the campaign will be present online as well but there won't be a print or outdoor leg. Vadapalli mentioned that the advertising spends have gone up by six times this year as compared to the previous year.
Nangia said that the team followed a hectic two day schedule in which they had to shoot the four films. All the films were shot in Mumbai's town area. Arun Gopalan, director of the film, added, “In the film you’ll see a thunder strike in the background, right when the punch line is delivered. That actually happened when we were shooting the scene. We did not create it. That was a godsend and worked superbly with the moment. So we kept it.”
Client: eBay India
Agency: Law & Kenneth
Creative: Rahul Nangia, Pritam Shettigar, Jonathan Dias
Client servicing: Debarjyo Nandi, Siddharth Matalia, Murtuza Barbhaiwala
Agency films producer: Umesh H Patel
Account planning: Ketaki Rituraj
Production house: Story Tellers
Director: Arun Gopalan
Producer: Ranadeep Oberoi
Executive producer: Zina Khan
Director of photography: Kamil Plocki
Post producer: Prasad
Editor: Tushar Sivan
Music director: Ashu