eBay helps husbands with 'Match Se Pehle eBay Pe Shopping'
Conceptualised by Law & Kenneth, the four-part TVC engages cricket enthusiasts to shop online during the T20 season
BestMediaInfo Bureau | Delhi | April 19, 2013
eBay India has unveiled its latest integrated campaign crafted specially for the T20 cricket season. The new campaign is designed to encourage shopping on eBay India before a match through a series of humorous TVCs created by Law & Kenneth.
The campaign is targeted at cricket enthusiasts in the age bracket of 18-40 years who are hooked to T20. The TVCs are based on quarrels between a husband and wife over viewing cricket matches and how husbands please their spouses by shopping online before the match.
Muralikrishnan B, Country Manager, eBay India, said, “Our new campaign has been created specifically for cricket fans to provoke shopping during the tournament – before, during or after a match. The intent is to get consumers to shop through their tablets, smartphones and laptops to highlight the convenience factor of shopping on eBay India allowing the sporting fan to enjoy his match in peace while keeping their spouse happy.”
Charles Victor, National Creative Director, Law & Kenneth, added, “Rather than just work with the insight that women hate having men glued to the television during cricket season, we included the fact that men really do not know what works with women. So while it seems like nothing's changed, in the end men realised it worked. That was the part we had to get right.”
Simultaneously, throughout the T20 season there will be a mega sale on eBay India from 1PM to 4PM offering mouthwatering 'Match Se Pehle' deals on popular products. The sale will feature six popular products at great deals with free shipping.
The campaign will roll out nationally with a combination of TV, digital and social mediums to drive awareness and encourage Indians to look for fantastic deals with unmatched variety on eBay India while enjoying the T20 matches.
The campaign also reinforces eBay India's positioning as a 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.
The campaign is a series of four TVCs depicting real life situations. In one ad, a young man is sitting comfortably at home when his wife comes up to him and asks if he needs a shoulder massage. The amazed man has a witty smile on his face because he knows it was due to the quick shopping spree on eBay just before the match! In another ad, the husband comes home late after watching an IPL match and sees that the table is set for a romantic dinner for two with a cake that reads 'Happy Anniversary'. The wife surprisingly exclaims happiness at the victory of her husband's favourite team and wipes off the 'Anniversary' on the cake with the knife and begins cutting it; all this because her husband shopped for her on eBay before the match. The ads end with the tagline 'Match se pehle eBay pe shopping'.
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