So what if India has less number of internet users. It doesn’t seem to bother ebay India who have come up with their first ever TV ad campaign to promote their online shopping site ebay.in. The three 20 seconds ads communicate that online shopping is not only exciting and cool but also a smarter way to shop. The creative agency for the campaign is RMG Connect.
With increasing number of Indian internet users they are trying to target and bring more of income earning class from 21-35 for shopping online. The main highlights of the ads are their unique and attractive deals and wide variety of products over 100,000 to choose from.
The commercial is being aired on 12 tv channels with a view to create awareness and popularize their site among people.
Rathin Lahiri, Chief Marketing Officer, eBay India, said, “Our communication is based on a real consumer insight and we believe that it will appeal to everyone who loves shopping. As category leaders, we would like to drive consumers to adopt online shopping and do it on eBay as it is truly a smarter way to shop.”
[youtube width="425" height="335"]http://youtube.com/watch?v=77J-rMoWTm8[/youtube]
Online shopping is very popular among U.S.A, Canada and other European Countries, but yet to get momentum in India. Compared to these countries, India’s contribution towards online shopping is much less.
Creative Director, Deepak Agarwal for RMG said, “A great reason to shop on eBay India is that there are many sellers offering the item you are looking for, so you’ll find it at your price point. But imagine quoting your price point in the real world? You’ll either be laughed at, shooed off or worse. That’s not cool.”
On paper it really looks impressive what Mr. Agarwal has to offer. But in reality Indian users still do not feel confident enough to use online option for shopping. Though few products like cds, watches, etc. can do well. But products like cars, home furniture, office accessories, etc. really needs to be examined before buying. Practically, no one would desire to buy products like cars, refrigerators, air-conditioners, etc without physically examine them. Today chances of being cheated or having your online bank account hacked has become a common scenario. So, unless and until people don’t feel confident enough I doubt online shopping to gain some speed and growth. Yes it is a good initiative taken by e-bay India, but it will surely take some time to gain momentum. Also government needs to protect the consumers by safeguarding their rights and providing them with more effective online security by protecting them from hackers, spammers and other fraudulent activities.
The eBay India site has shopping cart functionality built in as I understand it. Always thought that was a great idea that should be adopted on other eBay sites.