Moms are moms, and no matter how imperfect may be the things that they do, they will always be the perfect, spotless persons in your life.
But, apparently, inDrive, that ridesharing app known for its campaigns drawn upon human connectivity, is changing the way the world views these mother figures and moms.
Look at how InDrive Pakistan did it.
In this South Asian country, Mother’s Day is surrounded often with familiar symbols and gestures: posts, flowers, wishes, gifts, and cheesy declarations of love.
However, inDrive Pakistan noticed one thing, that sometimes, “mothers rarely show up for just one day.”
“They manage the daily load of family life in ways that are often invisible – arranging rides, sending parcels, buying groceries, planning visits, solving small emergencies, and quietly keeping everything moving,” indicated Little Black Book.
InDrive Pakistan is revolutionizing the conversation by saying, “Mother’s Day is canceled.”
Not the cancel culture as you know it, but canceling this one-day affair for moms, simply because every day is Mother’s Day, supposed to be.
There were yellow-and-black publicity materials created – following the branding of InDrive – and the message was very provocative and proactive. The posters appeared in cities across Pakistan, making people stop, stare at the material, question it, and react.
“The campaign was never about canceling mothers or the love people feel for them. It was about canceling the idea that one day of celebration is enough,” stated Little Black Book. “The reveal reframed the message around a simple call to action: do something for your mother every day.”
Do something for your mother every day, that’s right.
Instead of the usual giving of greeting cards, flowers, chocolates, and hugs, inDrive invited people to turn these appreciation gestures into something practical.
What if request a ride so they can visit the hospital for a check-up? What if order some food for them, their favorite food? What if order some groceries for them, so they never ned to travel to the grocery store?
Created by InDrive’s in-house creative team for inDrive Pakistan, inlab, the campaign came across digital media, influencers, print, push notifications, and social networking websites, connecting the truth of Mother’s Day with the everyday services people already use through inDrive.
It’s not a campaign thought-about for hours or days, nor an over-thought campaign, but something that reminded children that care does not need to follow a certain occasion. Since, admit it or not, after Mother’s Day, do you even hug and kiss your mom that much, or bestow her with gifts? Very rare, right?
InDrive believes that Mother’s Day is never the thing to cancel. It’s the perspective. For more ridesharing news and insights, keep it locked right here on Ridesharing Forum.