eBay unveils marketing campaign

Reinforces the Smart Shopper positioning.

eBay India has unveiled its latest integrated marketing campaign under the theme – ‘Want it. Get it’. The new campaign reinforces the Smart Shopper positioning adopted by brand eBay by portraying conversions of traditional offline shoppers into savvy online shoppers.

eBay India’s new campaign is targeted at value-driven consumers in the age bracket of 18 – 40 years and emphasises online shopping as a smarter way to shop, backed by the fundamental promise of 100% satisfaction through eBay guarantee. The campaign is designed to encourage consumers to check deals on eBay India before they shop elsewhere.

The new Feb 2013 campaign highlights eBay India as the destination for the widest range of brand new every-day use products, with the best deals across product categories such as apparel, accessories, fashion, personal care, gadgets, technology products, fitness, health-care among many others.
Conceptualised in an everyday conversational format, the TVC is designed to appeal to audiences with its tongue-in-cheek style. The campaign highlights casual situations between young couples in which the protagonists evangelise advantages of online shopping to their partner by showcasing best deals on eBay India backed by eBay Guarantee. The TVC is being created in six languages – English, Hindi, Malayalam, Tamil, Telugu & Kannada to cater to multiple regional demographics while having a national appeal.
Muralikrishnan B., Country Manager, eBay India says “Online shopping in India is a mainstream phenomenon with savvy online shoppers logging online for convenience, variety and deals. Our new campaign is in conjunction with our theme ‘Want it. Get it’ which plays to eBay’s core strength of unmatched deals & wide variety across categories, giving consumers a completely secure & satisfaction-guaranteed experience.”
Scheduled for a high-voltage, nationwide launch, the campaign has been developed by Law & Kenneth. The campaign will roll out nationally, with a combination of TV, Radio, digital & social mediums to drive awareness and encourage Indians to look for fantastic deals with unmatched variety while shopping on eBay India.