Tuesday, 25 October 2016

An Ad Campaign Which Successfully Voiced What You Chose To Ignore

India is a nation which is beautifully blessed with an amusing bounty of cultural diversity. However, at the same time, it is also cursed with a variety of stereotypes since the day and age of our ancestors. To challenge our ignorantly inherited view of endlessly judging people in our community, eBay India recently launched a TVC which precisely yet powerfully communicates its enormous range of (over 10 crores) products.

The sweet thing to observe is how there has emerged an audience which feels a strong urge to break through the senseless chains of chronic belief system. This audience has now become vocal to forge a democracy where equality for all is encouraged. To reflect this positive change in the winds of our communal thought process and contribute on its part to encourage the dream of a better India, eBay launched #ThingsDontJudge campaign with a compassionately loud film conceptualized by BBDO India.

The film beautifully opens in the pouring rain first introducing a young man who is wearing ghungroos (musical anklets) and is smilingly performing a classical dance form on the terrace, unmindful of a lady looking at him. His stream of thoughts is voiced: 'Log chahe kuch bhi kahe, par mere ghungroo mujh se ye nahin kehte ke woh sirf auraton ke liye banaye hai' (No matter what people say, my anklets don't tell me that they're made only for women). 

The film goes on to present several other characters across age and gender who are shown breaking through the dictated way of living by boldly putting in use some of the most ordinary yet objected things. For instance; it includes a young woman who is shown to confidently walk past a club wearing an ethnic wear, where there are other women standing in fitted western attires with their eyebrows judgementally raised. The woman doesn't feel uncomfortable even for a bit and instead rides away on a cruiser bike with her thoughts voiced: 'Meri salwaar kameez mujhe behenji nahin bulate' (My salwaar kameez doesn't address me as behenji). 

By thoughtfully inserting a series of other such situational experiences, eBay's TVC smartly puts forth its strong narrative of "Jeeyo aure Jeene do".  Shivani Suri, director marketing, eBay India, in an interview 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 favorite 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.”  

At UnNumb, I warmly welcome campaigns like these which are crafted with the kind intention of creatively encouraging people to fight and find their way out of chronic conventions. Because it is only then that the dream of a better India can be actualized for once and for all.

To watch the video which UnNumb believes stirred the hearts of many, navigate to - https://youtu.be/K-lTMmSlom4

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