inDrive sparks national conversation by “cancelling” Mother’s Day. inDrive, a global mobility and urban services platform, recently launched a disruptive campaign that challenged traditional Mother’s Day norms. By briefly “cancelling” the holiday across major cities, the platform urged Pakistanis to move beyond social media posts and expensive gifts, focusing instead on alleviating the daily mental load and unspoken longings of mothers through tangible actions.
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The campaign kicked off with billboards in Lahore, initially stunning passersby with the bold message that Mother’s Day was being cancelled. This provocative narrative quickly transitioned to reveal inDrive’s true intent of replacing a day of hollow words with a day of actual service.
The campaign demonstrated how the inDrive SuperApp ecosystem, spanning rides, groceries, and courier, serves as a practical tool for children to step in and handle the everyday tasks their mothers usually manage alone.
“We decided to take a different approach because the typical Mother’s Day celebration has become too much about talking and not enough about doing,” stated Awais Saeed, Country Manager, inDrive Pakistan. “Mothers bear an immense mental and physical burden, often managing a complex web of family needs and household responsibilities single-handedly. We wanted to remind people that real love is shown by taking those tasks off her plate.”
The campaign focused on four critical areas where the SuperApp could provide immediate relief to mothers: couriers, within-city rides, intercity rides and grocery.
Alongside this, inDrive has launched the “For Mom, From You” category within its grocery vertical, offering customers a chance to win exclusive gift hampers from brands such as Unilever, Lóréal, ST LONDON, and others. Five winners with the highest order values will be selected every 5 days, provided their orders include at least 1 item from the special category. Additionally, inDrive has partnered with NOTHING® to offer a NOTHING Phone (4a) smartphone as the grand prize at the end of the campaign to the customer with the highest overall order value.
