Title | #THINGSDONTJUDGE (INTEGRATED) |
Brand | EBAY INDIA |
Product / Service | E-COMMERCE |
Category | G01. Integrated Campaign Led by Direct |
Entrant | BBDO INDIA Mumbai, INDIA |
Idea Creation | BBDO INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Josy Paul | BBDO India | Chairman & Chief Creative Officer |
Hemant Shringy | BBDO India | Executive Creative Director |
Sandeep Sawant | BBDO India | Executive Creative Director |
Balakrishna Gajelli | BBDO India | Sr. Creative Director - Art |
Ajai Jhala | BBDO India | Chief Executive Officer |
Rajesh Sikroria | BBDO India | President |
Rajat Mendhi | BBDO India | Executive Vice President - Planning |
Manisha Sain | BBDO India | Account Director - Planning |
Luiza Rodriguez | BBDO India | Account Executive |
Kruttiventi Venkata Krishnam Raju | BBDO India | Agency Producer |
Karan Nair | BBDO India | Sr. Copywriter |
VijayKumar Vasala | BBDO India | Art Director |
Samiya Dalwai | BBDO India | Art Director |
Hitesh Shah | BBDO India | Studio Manager |
Shankar Yelugu | BBDO India | Graphic Artist |
Venkatesh Pagidimarry | BBDO India | Graphic Artist |
Sameet Koyande | BBDO India | Sr. Graphic Artist |
Rajeev Mohite | BBDO India | Graphic Artist |
Pooja Daga | BBDO India | Trainee - Planning |
Piyush Raghani | Like Minded People | Film Director |
Ruchi Mehta | Like Minded People | Film Producer |
Sudhir Pandey | BBDO India | AV Producer |
‘#ThingsDontJudge’ - is a movement for deeper social change that in today’s day and age of growing intolerance and prejudice encouraged Indians to boldly challenge norms of gender, age, sexual orientation, and religion with the help of eBay’s 100 million things that don’t judge.
The movement was led by a provocative film that showed people boldly challenging prejudices of gender, sexual-orientation, age among others, with the help of eBay’s 100 million things that don’t judge. As more and more people shared and spoke about the message, their stories of challenging norms received through comments were turned into social media posts as inspiration. eBay’s commitment did not stop there, in a bold step it launched website communication that replaced masthead image of product categories with an image that pushed the message of inclusion. To push boundaries further, eBay decided to stand up against India’s gravest judgment- one against having girl children. Despite gender predictions of unborn child being illegal, such kits are easily found online. Here with website activation, eBay not just prohibited sales but also put out a strong message for those looking for such kits and suggested products that celebrate the girl-child instead.
The movement got the attention of and engaged people across the length and breadth of the nation. ‘#ThingsDontJudge’ turned into an empowering platform for people to share their stories of boldly challenging norms and prejudices to follow what they desire and believe in. • The movement doubled the impact on brand positivity for eBay • Direct visits to the eBay website saw a record incremental growth of 35% • Google searches for eBay during the movement rose by 70% • ‘#ThingsDontJudge’ led to highest ever increase in app downloads of 84% • Not just that in an iconic move, a popular Indian columnist and novelist publically apologized to a leading actress for having made judgmental remarks about her in the past with #ThingsDontJudge’
Every aspect of the‘#ThingsDontJudge’ integrated movement was designed to amplify the campaign thought through direct interactions with potential customers. These customer triggers included targeted, strategically developed branded content supported with digital communication, website communication and website activations. ‘#ThingsDontJudge’- was originally actuated by eBay to inspire young Indians to overcome the rising tide of judgment and silence the prejudice filled voices in society, by motivating them with the 100 million products listed on the website that don’t judge them for who they are or the choices they make.
India is crushed under the weight of a thousand prejudices. People are judged and mistreated on the basis of religion, what they wear, what they eat and who they love. Even laws are supercharged with discrimination. In this environment of prejudices, we realized something beautiful about things – they don’t judge the person using, wearing, gifting, enjoying them. They only enable them and in the context of the prejudices plaguing India they provide a much needed counter point that we believed would drive a deeper relevance for the brand and eBay’s 100 million products. This led us to ‘#ThingsDontJudge’ - a movement for deeper social change that in the times of extreme intolerance and prejudices encouraged Indians to boldly challenge norms of gender, age, sexual orientation, with the help of eBay’s 100 million things that don’t judge.