The Dabbawalas wore eBay-branded T-shirts and distributed a coupon giving details about the nine-hour delivery feature of the portal, at the time of the delivery of the lunch boxes.
Meru provided free cab rides for passengers across select locations in the city including the Kalaghoda Festival on February 9. The passengers were then told about the eBay feature. The branded cabs took passengers between South Bombay and Western Suburbs (CST, Bandra, Lower Parel, Andheri and Malad) between 12 noon and 9:00 pm. The campaign was amplified through live contests on radio and social platforms such as Twitter and Facebook.
The entire activity was carried out during February 7-11.
Speaking about the idea behind the campaign that used on ground virality to promote its online brand, Deepa Thomas, e-commerce evangelist, eBay India, says, "We did it to target the people of Mumbai. The greatest joy in the online medium is when you get your product in hand, so with this nine-hour service, consumers can get it on the same day. We also found that food and commute are part of everyone's lives and if we could create a touch point here, then it would be relevant to most. Other than the ads on the television and online medium, it would create additional touch points on the ground."
She further adds that the campaign also promoted eBay's logistics service.
eBay India is a 100 per cent subsidiary of eBay Inc and offers products across electronics, lifestyle, collectibles and media categories.