When it comes to marketing, popular ride-hailing app Careem has always executed its campaigns with a lot of wit and panache. The same goes for its recent ‘Careem Shaadi ’campaign-which markets discounted rates during the busy shaadi season. But there’s more to the colourful add than meets the eye-the ride-hailing company is directly taking on SWVL’s wedding campaign, which offers a lucky couple a trip to Dubai, and a shaadi bus for the winner’s guests. Backstory: SWVL is an Egypt based startup which offers a premium alternate to public transport and has made quite the headway in Pakistan.
In the video posted to Facebook on the official Careem Facebook page, the caption reads “Baraat le kar jana har kisi ki BUS nahi,” which isn’t subtle to begin with. The video goes on to depict baratis getting into a bus and having a difficult journey with road bumps, spilling drinks, crying children and seeming lack of air conditioning. In the advert, the baratis’ failed bus journey ends with multiple careem cars coming to the rescue.
But how true is Careem’s take on Shaadi buses?
For one thing, the air-conditioning shouldn’t be an issue considering how cold the weather is. Crying children and Pakistani weddings go a bit hand in hand as well. The drinks bit would be awful, if we’re being honest. But what about the collective fun of going to the venue with your friends and family? Or the fact that a bus would be more economical and better for the environment? The answers to these questions are relatively simple. Maybe the only question we should be asking is: would you rather go to a wedding in separate cars, or in a bus full of your loved ones?