Conceived by Law & Kenneth, the TVC showcases the width & depth of the range of products available on eBay
BestMediaInfo Bureau | Delhi | March 26, 2012
eBay India (www.ebay.in), India’s leading eCommerce marketplace, has launched an integrated marketing campaign – ‘Want it. Get it’. This new campaign highlights eBay India as the destination forthe widest range of brand new every-day use products, with the best deals, always. eBay India has the width and depth of products and categories to cater to any and every “want” of it’s consumers. The campaign portrays consumers with varied ’wants‘, shopping on eBay India to achieve their dreams & aspirations.
Targeted at value-seeking shopping enthusiasts across the country in the age bracket of 18 – 40 years, eBay India’s new campaign emphasizes ‘Want it. Get it’ as its core message. The campaign is designed to encourage consumers to use eBay India to satisfy any ’want‘ that they have. These ’wants‘ can pertain to any aspiration which can be fulfilled through any of the comprehensive and myriad product categories available on eBay India like apparel, accessories, fashion, personal care, gadgets, technology products, fitness, health-care among many others. Conceptualized in a zany story-telling format, the TVC is designed to appeal to audiences with its tongue-in-cheek style. The campaign highlights situations in which the protagonists are able to fulfill their wants by getting the relevant products at great prices on eBay India. The TVC is being created in 6 languages – English, Hindi, Malayalam, Tamil, Telugu & Kannada to cater to multiple regional demographics while having a national appeal.
Kashyap Vadapalli, Chief Marketing Officer, eBay India says, “Our new campaign is congruent with our goal of step jumping ecommerce trial in general and eBay trial in particular amongst shopping enthusiasts across the country. The campaign plays to eBay’s core strength of unmatched variety, illustrating not only the width but also the depth in categories available on eBay India. It positions eBay India as the ‘want satiator’ fulfilling diverse needs of varied consumers through an bundance of selection of brand-new every-day use products, at always fantastic deals. This is aptly encapsulated in the tagline ‘Want It. Get It.’. Through this campaign, we would like consumers to rediscover their eBay shopping experience with greater variety & better deals.”
Scheduled for a high-voltage, nationwide launch, the campaign has been developed by Law & Kenneth. The campaign will roll out across the country, through a combination of TV commercials, outdoor, digital and social mediums to drive awareness and encourage consumers to look for unmatched range and variety and fantastic deals while shopping on eBay India.
The TVC is a series of three commercials that capture varied situations such as a teenager aspiring to become Miss India, a young man surviving a sinking ship and a 30 something nerdy man wanting to have a super model girlfriend; all of whom shop for multiple products on eBay India, a destination where their wants can be fulfilled at through the widest-range of products available at great prices.
All three TVCs end with a Voice Over saying, ‘‘Kwahishen kabhi khatam nahi hoti…payiye kwahishon par deals har roz sirf www.eBay.in par’’