KARACHI: Global mobility and urban services platform inDrive has launched a bold marketing campaign in Pakistan that sparked widespread discussion by symbolically “cancelling” Mother’s Day to encourage people to support mothers through meaningful actions rather than social media tributes and expensive gifts.
Read More: Dewan Motors Unveils Pakistan’s First BMW Retail, Next Showroom in Karachi
The campaign initially gained attention through eye-catching billboards displayed across major cities carrying the provocative message that Mother’s Day was being cancelled. The messaging later evolved to reveal the campaign’s core objective — encouraging families to reduce the everyday burden carried by mothers by helping with routine responsibilities and household tasks.
According to the company, the initiative highlighted how the inDrive SuperApp ecosystem, which includes ride-hailing, courier and grocery services, can help users take over daily errands commonly managed by mothers.
Speaking about the campaign, Awais Saeed, Country Manager of inDrive Pakistan, said traditional Mother’s Day celebrations often focus more on words than actions, while mothers continue carrying significant emotional and physical responsibilities within households.
The campaign specifically focused on four practical areas where users could support mothers through the platform’s services, including courier deliveries, grocery assistance, intra-city transportation and intercity travel solutions.
The unconventional campaign quickly generated conversation across social media and digital platforms, with many users discussing the importance of recognising the invisible workload and mental burden often carried by mothers.
Industry observers noted that the campaign reflects a growing shift in brand communication strategies where companies increasingly use socially driven storytelling and emotionally resonant messaging to connect with audiences beyond conventional advertising.
