eBay is an e-commerce player in India. It was being outgunned by significantly bigger spending competitors like Amazon, Filpkart and Snapdeal. Being an e-commerce platform with 100 million products wasn’t going to make eBay stand out and even if it was the brand didn’t have the media budgets to compete with the fighting power of its competition. Here what we needed to do was find a point of view that gave new meaning to eBay’s vast selection of products; something that would get talked about across the length and breadth of India and drive deeper relevance for the brand.

With TV being the most effective medium to reach a wider audience base, the movement was led by a provocative film that showed people boldly challenging prejudices of gender, age among others, with the help of eBay’s 100 million things that don’t judge.

As more people shared 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 challenged prejudices.

To push boundaries further, eBay decided to stand-up against India’s gravest judgment- one against having girl-child. 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 kits and suggested products celebrating the girl-child instead.