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eBay encourages cricket fans to shop through IPL campaign

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MUMBAI: E-commerce marketplace eBay India has unveiled its latest integrated campaign crafted specially for the Indian Premier League (IPL) targeted at T20 cricket enthusiasts. The new campaign is designed to encourage shopping on eBay India before a match through a series of four humorous TVCs created by Law & Kenneth.

eBay India?s new campaign is targeted at cricket enthusiasts in the age bracket of 18 - 40 years who are hooked to T20. The TVCs are based on quarrels between a husband & wife over viewing cricket matches and how husbands please their spouse by shopping online before the match.

eBay India country manager Muralikrishnan B. said, "Our new campaign has been created specifically for cricket fans to provoke shopping during the tournament, before, during or after a match. The intent is to get consumers to shop through their tablets, smartphones & laptops to highlight the convenience factor of shopping on eBay India allowing the sporting fan to enjoy his match in peace while keeping their spouse happy."

The campaign rolled out nationally, with a combination of TV, digital and social mediums to drive awareness and encourage Indians to look for fantastic deals with unmatched variety on eBay India while enjoying the T20.

The campaign also aims to reinforce eBay India?s positioning as a destination for the range of brand new every-day use products, with the best deals across product categories such as apparel, accessories, fashion, personal care, gadgets, technology products, fitness, health-care among many others.

Law and Kenneth national creative director Charles Victor said, "Rather than just work with the insight that women hate having men glued to the television during cricket season, we included the fact that men really do not know what works with women. So while it seems like nothing?s changed, in the end men realised it worked. That was the part we had to get right."

Simultaneously, throughout the T20 season there will be a sale on eBay India from 1 pm - 4 pm offering ?Match Se Pehle? deals on popular products. The sale will feature six products.

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