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eBay India says #ThingsDon’tJudge in new TV campaign

The campaign, conceptualised by BBDO India, seeks to tell consumers to shop without worrying as product is one thing that doesn’t judge them

BestMediaInfo Bureau | Mumbai | October 4, 2016

eBay Click on the Image to watch the TVC.

eBay India has launched its brand new campaign #ThingsDon’tJudge. The campaign that went live on September 28 seeks to tell consumers to shop without worrying about what the world will think.

Conceptualised by BBDO India, the film shows different situations where people are seen breaking away from a certain prejudice that the society imposes. The means for them is a product they have purchased from eBay, which enables them to move away from the shackles of judgments and live life on their own terms. The film ends with the message that a product is the one thing that doesn’t judge them, though people may.

Shivani Suri, Director Marketing, eBay Indi, 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, caste, creed, social status or preferences. eBay, with over 10 crore products, is inspiring consumers to shop for their favourite 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-250-top Josy Paul

Commenting on the ad film, Josy Paul, Chairman, 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 Hemant Shringy

“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 the 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 at a time when we are constantly judging and are 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,” said Hemant Shringy, Executive Creative Director, BBDO India.

The TVC:



Agency: BBDO India

CEO: Ajai Jhala

CCO & Chairman: Josy Paul

President: Rajesh Sikroria

Executive Creative Director: Hemant Shringy

Account Executive: Luiza Rodrigues

Client: ebay India

Shivani Suri: Director - Marketing

Jerry Williams: Head-Brand Management

Production House: Like-Minded People

Director: Piyush Raghani

Product: Ruchi Mehta

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