AGENCY
Josy Paul, Chief Creative Officer, BBDO India
Ajai Jhala, CEO, BBDO India
Rajat Mendhi, Executive Vice President - Planning, BBDO India
Manisha Sain, Sr. Account Director - Planning, BBDO India
Hemant Shringy, Executive Creative Director, BBDO India
Sandeep Sawant, Executive Creative Director - Art, BBDO India
Balakrishna Gajelli, Sr. Creative Director - Art, BBDO India
Karan Nair, Sr. Copywriter, BBDO India
Vijay Kumar Vasala, Sr. Art Director, BBDO India
Luiza Rodriguez, Sr. Account Executive, BBDO India
SUMMARY
This is the story of how eBay, an e-retailer, drowned out by deep-pocketed competitors, resurrected itself in the busiest and noisiest annual shopping season– Diwali. With #ThingsDontJudge – a movement for deeper social change that encouraged Indians to boldly challenge social prejudices with eBay’s 100 million things, eBay turned its back on the category’s obsession with selling aspirations, choosing instead, inspiration. In doing so with just a fraction of category media spends, eBay generated best in category social engagement and direct traffic to accelerate sales that had earlier been stagnant.
