Law & Kenneth wins eBay's creative pitch

After winning the creative mandate for the Italian coffee major Lavazza last month, Law & Kenneth has bagged the eBay India business a day ago. The online shopping and auctions portal had called for a pitch a few weeks back and several agencies took part in the process. As per industry estimates, the annual media spends for the year are in excess of Rs 30 crore.

The company spokesperson confirmed the news to afaqs! via an email response. "eBay India has signed on Law & Kenneth as its brand and creative agency. Law & Kenneth impressed us with its understanding of the eBay brand, e-commerce insights, as well as the strong brands they have helped build," says Kashyap Vadapalli, chief marketing officer, eBay India.

In the past, Wieden + Kennedy has worked on the creative duties for this account. The agency had won the business in September 2009.

Back in 2007, eBay launched its first TV campaign, consisting of three 20-second commercials to convince shoppers to 'shop smart' through eBay India. All three TV commercials were created by RMG Connect, the direct marketing arm of JWT. In 2008, eBay used print, outdoor and radio media to expand its market. eBay's second TV campaign was released in December 2009 and the ad films comprising this campaign highlighted different offerings that eBay could deliver upon, such as discounts, safe payments, and a wide variety of products.

Though the company has utilised the traditional media route to expand its market in the past, it has taken to online marketing from 2010.

Around April 2011, eBay launched its 'IPL Battle of the Fans' Facebook App. The application was aimed at engaging with users through a game mechanic. eBay also ran an IPL microsite to sell cricketing related merchandise and collectibles. In October last year, eBay and Nokia India jointly introduced the eBay India Nokia App that allows shoppers access the website through their mobile phones while on-the-move.

It remains to be seen how Law & Kenneth will take eBay's communication forward in 2012 across traditional and new media platforms.