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Careem: From ride-hailing to Rishta-hailing service

From ride-hailing service to Rishta-hailing service, Careem’s promotional marketing strategy somewhat gave a strong hit among masses. As the two-day campaign comes to an end today, frequent riders of Careem and marketing experts have mixed reviews on the stunt.

While Pakistan is no odder to Tinder and nosy family relatives engaged in the profitable business of arranged marriages, this is the first time a ride-hailing app has merged with the matchmaking business. Hopefully, it will be the last, too.

In response to the absurd campaign, social media reactions were jumbled. Some appreciated the promotional stunt, some criticized badly for cheap tactics. In terms of marketing, matchmaking business or profit-making, it would act as brilliant. However, the last thing people expected to do is look for Rishta that too in the company of their captain. Careem was considered safe and a step towards eliminating sexual objectification from daily life during transportation. Discussing your needs and requirements of potential partner sounded uncomfortable during a ride.

Whether the people understood the wittiness behind it or not, one thing is certain that social media campaigns have a huge impact as is obvious from how the campaign was received by users on Facebook and Twitter, making the topic and Careem a top trend in Pakistan over the past two days. 

Careem’s rivals took the gimmick to their nerves and didn’t miss out the chance to rant about the Rishta aunty. Uber, Joy Cab, and others largely criticized the company for stooping low and introducing matchmaking. According to them, the ride-hailing app is supposed to provide safe and cheap travels rather helping to find a rishta. But, at the end of the day, it was only two-day promotional activity.

This isn't the first time Careem is posing into marriage business. Previously, it launched Careem Shaadi, which allowed riders to make a guest list that would be picked up and dropped by the service.

In another innovative marketing approach, it had announced that Waseem Akram had joined Careem as CEO. Actually, the whole truth was that the former Pakistani cricketer had come on board for one day.

 

Nazish Islam - a media graduate with an undying love for chai, books, traveling, series shows, sports, hijab, and of course writing.

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Careem: From ride-hailing to Rishta-hailing service

From ride-hailing service to Rishta-hailing service, Careem’s promotional marketing strategy somewhat gave a strong hit among masses. As the two-day campaign comes to an end today, frequent ride...