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Problem :
In a competitive ride-hailing market, inDrive aimed to position itself as the go-to platform for fair pricing and value-driven rides. However, standing out required more than just highlighting competitive fares. The challenge was twofold—first, to emphasize its unique peer-to-peer bargaining feature, and second, to build an emotional connection by showcasing how inDrive impacts the everyday lives of its users.
Solution :
To address this, the #HarRideNayiKahani campaign was launched, humanizing the brand by sharing real-life stories of how inDrive became an integral part of its users’ journeys. The campaign emphasized not just affordability, but the personal and emotional value each ride held. The storytelling approach transformed inDrive from a service provider into a trusted companion in daily life.The campaign was executed across platforms like YouTube, Instagram, and TikTok, beginning with a high-impact collaboration featuring top influencers like Romaisa Khan, Shahveer Jaffery, Art by Wasif, Zia Tabarak, and Maryam Raja. This was followed by over 35 influencers narrating their personal #HarRideNayiKahani stories, showcasing how inDrive provided fair pricing while creating meaningful experiences.
Result :
The results were outstanding—while the target reach/views stood at 18.9M, the campaign exceeded expectations, achieving 26.9M views, a 42% increase over projections. The engagement rate hit 5.86%, and with a cost per view (CPV) of just $0.004, the campaign successfully resonated with audiences, solidifying inDrive’s position as a brand that goes beyond just rides—it creates stories.
