eBay India launches campaign to target Valentine's Day

Mumbai:eBay India , India’s leading eCommerce Marketplace, today announced the launch of the integrated Valentine’s Day Campaign – It’s All About Loving Yourself. The eBay Valentine’s day campaign is targeted to appeal to consumers across all segments, regardless of their relationship status or gender. The clutter-breaking campaign breaks away from the stereotypical ‘gift by the loved one’ theme and encourages you to go ahead and love yourself by buying the gift you have been longing for. The wacky & irreverent format is cleverly designed to appeal to audiences.

Muralikrishnan B, Director – Marketing & Product Management, eBay India says “Our endeavour with the eBay – Love Yourself campaign is to tap the growing number of online users in the country. Our concept for this campaign evolved from the thought of making people feel good about gifting themselves on Valentine’s Day by getting the products they want at great prices. With this campaign we aim to reinforce online shopping a delightful experience and establish eBay India as the best place for great variety and super, safe deals. “

The TVC opens with “Rama” entering the office. He flips the calendar to reveal its 14th February. As soon as he makes himself comfortable, a peon comes and hands him a gift wrapped box. A girl overlooks in astonishment at Rama receiving the huge gift.

Later in the day as Rama returns from lunch, he finds more gifts strewn around his work station. By now, Rama has caught the attention of the whole office. The gifts keep flowing in as the day progresses leaving as his colleagues look on in disbelief.

The TVC finally sees Rama logging sneakily onto the eBay.in website and sending gifts to himself. The TVC closes with a MVO saying ‘Make the world go green with envy…shop online…get great deals on eBay.in, because remember, it’s all about loving yourself!’

Scheduled for a high-voltage, nationwide launch on February 3, 2010 the campaign has been conceptualized by eBay India, directed by Piyush Raghani, produced by Old School Films. The campaign will roll out nationally, with a combination of TV & Radio commercials, digital and social mediums to drive awareness and encourage Indians to go ahead and reward themselves


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