Description

In a market where technology and budgets often define competition, inDrive chose to lead with meaning. For Nauryz — Kazakhstan’s most beloved holiday celebrating spring, family, and renewal — we created a brand experience rooted in culture, emotion, and togetherness.

This wasn’t just a campaign. It was a shared cultural moment. We brought inDrive closer to people’s lives by embracing what matters most: tradition and connection. From city travel to family reunions, we became part of their Nauryz journey — not just a ride-hailing service, but a bridge to loved ones.

Through immersive activations — poetic duels with traditional Akyns, podcasts on heritage, and fully localized Kazakh content — we turned the brand into a living part of the holiday. We didn’t just speak the language — we celebrated it. We didn’t just advertise — we participated.

And people responded. The 2024 campaign reached 29.5 million impressions, welcomed 64,000 visitors to our landing page, and helped inDrive exceed its ambitious business goal: growing market share beyond 34%, in a fiercely competitive environment.

Beyond reach, we moved hearts. Our Net Promoter Score rose to 43. Brand trust climbed to 26%. More people than ever — 27% — said “this brand is for people like me.”

This was more than visibility. It was vitality. An emotional, culturally rooted experience that made inDrive not just seen — but genuinely felt.

Credits

Sasha Styukhin - Marketing Lead CIS
Saina Kupriyanova - Senior Marketing Manager CIS
Anna Migal - Marketing Director EMEA
Anastasia Kubakhova - Brand Activations Manager EMEA
Mikhail Naliukhin - Director of inLab
Altan Baishev - Senior Marketing Communications Manager CIS
Irina Durova - Creative Lead EMEA
Stepan Durov - Creative Lead EMEA
Xeniya Andreyenko - Producer
Anastasia Barbashova - Digital Media Lead Kazakstan
Anar Yussupova - Media Manager RH Africa & Kazakhstan
Temirlan Yermekov - SMM Manager CIS
Yuliya Abramova - Art Director