10 Years Kazakhstan: Rakhmet

Back to all
Video Preview
Video Preview

Description

This campaign marked 10 years of inDrive in Kazakhstan, a country that played a key role in our global story. Here, we didn’t focus on metrics or milestones — we focused on people.
Share:

About project

What did we do? Said “Rakhmet” (Kazakh for “thank you”) in every way possible:

- Sent a personal video message from our CEO to every user
- Ran hyper-localized OOH
- Gave free rides with real drivers named Rakhmet
- Dropped a 10-hour AI-generated “thank you” video
- Partnered with a local clothing brand
- Wrote a note (and sent kurt!) to our main competitor

Credits:

Marketing Communications:
Altan Baishev
Creative Team:
Irina Durova, Stepan Durov, Dauren Shubayev, Irina Shamgunova
Production Team:
Xeniya Andreyenko
Marketing Team:
Sasha Styukhin, Sayiina Kuprianova
Production Company:
Agency: Ogilvy Production: Colabalab
Producers:
Brand Team:

Awards:

Share:

More projects

Previous
aw-yes
White Square
2024
CIS
inDrive
Egypt - Ride to donate
What if a simple ride could make a real difference?
Kazakhstan - Check inDrive just in case
Due to the strength the competitor in Kazakhstan, many users have stopped checking prices in inDrive, as it was before and immediately order Yandex.GO
For more thanks-worthy rides
Our expansive LatAm&Brazil 360 Campaigns production for Mexico, Colombia, and Brazil was stellar. We expertly created and produced various multimedia ad content — from videos and radio to visual advertising offline and online.
Algeria #1 app campaign
Our new OLVs are made to showcase our unique app features and emphasize our value-for-money proposition.
Indonesia - Safe Rides for Fair Prices
We've launched our ambitious 360° Campaigns in Southeast Asian countries, with the 'Safe Rides for Fair Prices' campaign launched in Indonesia.
India - It’s Up to You, Not the App
In the bustling cityscapes and vibrant towns, where every ride tells a story, inDrive is reshaping the way we travel and connect. Our mission is to carve out a larger market share and cement our reputation as the go-to app for affordable, fair rides.
Egypt #1 app campaign
Our new OLVs are made to showcase our unique app features and emphasize our value-for-money proposition.
Pakistan - Safe Rides for a Fair Price
The campaign's core message is about building trust, ensuring users that they can enjoy safe rides at fair prices. Key features include location sharing, hidden number functionality, and included insurance.
India - Travel safe & stress free
We developed a 360 campaign for inDrive.Outstation, focusing on quality and safety features, the materials have been repurposed (last frame reshot) from the Carpool campaign.
Pakistan - Travel safe & stress free
We developed a 360 campaign for inDrive.Intercity, focusing on quality and safety features, the materials have been repurposed (last frame reshot) from the Carpool campaign.
Egypt - Travel safe & stress free
We developed a 360 campaign for inDrive.Outstation, focusing on quality and safety features, the materials have been repurposed (last frame reshot) from the Carpool campaign. 
All over Kazakhstan - easily and comfortably
We developed a 360 campaign for inDrive.Межгород, focusing on quality and safety features, to address the recent competition on the market and respond to feedback about local relevance from previous campaigns.
South Africa - Ride at a fair price with the driver you trust (Occasions campaign)
The campaign is focused on peer-to-peer interactions between passengers and drivers described through country relevant occasions.
Nigeria - Choose a fair price for your ride
Locally relevant 360 campaign for Nigeria which is focusing on rational benefits as VFM and ability to choose drivers. And emotional benefit as feeling your life with feelings, music and passion, while inDrive will take care of your ride.
Kazakhstan - Safety campaign
Colombia - If it's about mobility, we solve it together
In a multi-task world, we offer multiple solutions. Deliver 1000 ballons to a clown convetion or take your dog to a beauty pageant, no worries, we got you covered.
Karaganda relaunch: drivers & passengers
Together we get more far
Recruitment campaign for women-drivers
inDrive x Michelle Rodriguez - Ride for a fair price, at any hour
Fair prices and safe rides are no joke. Michelle Rodriguez knows that with inDrive you always ride at a fair price.
Malaysia - Ride for a fair price
We've launched our ambitious 360° Campaigns in Southeast Asian countries, with the 'Safe Rides for Fair Prices' campaign launched in Malaysia.
Philippines - Ride for a fair price
We've launched our ambitious 360° Campaigns in Southeast Asian countries, with the 'Safe Rides for Fair Prices' campaign launched in Philippines.
inDrive x Flamengo: fair price, fair game
Watch as Flamengo’s stars take their skills off the field and into the city with inDrive, the ride-hailing app that always plays fair. No surprises, just a price you agree on.
Value For Money
The goal of this campaign was to amplify the recent launch in Izmir by highlighting the core value we offer our customers: the freedom to choose the price that suits them best.
10 Years Kazakhstan: Rakhmet
This campaign marked 10 years of inDrive in Kazakhstan, a country that played a key role in our global story. Here, we didn’t focus on metrics or milestones — we focused on people.
#1 Fair & Fast
We aimed to leverage our position as the #1 downloaded app in the region for the past two years.
South Africa - Ride at a fair price with the driver you trust (360 campaign)
The campaign is focused on building trust to inDrive service through the face of driver by demonstrating peer-to-peer interaction between driver and passenger. The campaign also communicated rational benefits like fair pricing and ability to choose drivers.
Fair prices for great rides
That great feeling when you score a great deal… ☺️
Fair Price, Fair Game
Working with Flamengo, Brazil’s most famous football club, was an exciting challenge. Bringing fair play from the pitch to the streets — our campaign with Flamengo connects inDrive’s commitment to fair pricing with the spirit of fair competition in football.
Travel for
a fair price, at any time
We are proudly presenting a compilation of projects across branding, advertising, and content
crafted & launched in-house with love.
Bali Launch RH 360
Local families living in Bali often face the question of whether to travel together in comfort by car or save money by taking a motorbike. But with the new inDrive app, they no longer have to choose — comfortable rides have become more affordable thanks to the ability to negotiate the price.
A Fair Alternative
People don’t just want a ride — they want control, clarity, and fairness.
Move Easy And At Your Price
The campaign highlights the convenience and modernity of choosing inDrive over traditional taxi-hailing.
inDrive. Rides the way you need them
You can cancel dinner plans. You can skip leg day. But when your grandma calls you home for biryani — you better move fast.
Tailor delivery to your business needs
Meet our first-ever B2B Delivery campaign — now live in Peru and Colombia.
Your Ride, Your Way, Your Price
Our campaign for Egypt hits the streets with full force — soundtracked by Khaled, Ahmed Santa, and Lella Fadda.
Agreed price, no surprises!
Agree on a price, that will not change
inDrive.City to City. Comfortable. Affordable. Safe
We all know how tough it can be to settle debates with our inner voices. Good news: with inDrive.City to City, even your pickiest inner selves will agree.
inDrive Intercity. Your ride, your way, your price
This isn’t just a summer ride — it’s a whole vibe. Our latest inDrive.City to City spot brings big energy, original music, and a wink of comedy.
Doña Justa 2.0 2025
We’re back in Peru with a new chapter of the Doña Justa campaign — but this time, things hit deeper. Real story. Real grit. Real people chasing dreams (spoiler: there’s a future astronaut involved :eyes:).
Choose your price for a ride upfront
You can’t choose life’s surprises, but you can choose your price for a ride upfront
Colombia - Doña Justa (Lo justo)
What started as a concept in Peru turned into something much bigger. We took it, tested it, and gave it a new story — one that Colombians could call their own
Nepal - Your journey begins with your choice
Every ride is different, just like every journey in life is different, then why should prices be the same? With inDrive, you pick your price, your driver and ride on your own terms.
Egypt - Choose your price, choose your road (journey)
When mobility is fair & under control, bigger life opportunities are possible
Kazakhstan - inDrive.Groceries digital launch
inDrive.Groceries digital launch in Kazakhstan