Brief Explanation

This is the story of how eBay, an e-retailer, drowned out by deep-pocketed competitors, made a comeback 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.