Description
Earlier this May, inDrive Pakistan put out a line that was hard to ignore:
“Mother’s Day is Cancelled.”
Some people were confused.
Some were angry.
And honestly, that was the point.
The campaign wasn’t about celebrating mothers less.
It was about questioning why appreciation only shows up once a year.
So instead of asking people to post more, we asked them to help more.
Less posting.
More helping.
Because care can look like a ride, a delivery, groceries, or simply one less thing for her to carry.
Sharing a short look at how the campaign came to life.
This professional campaign titled 'Cancel Mother's Day' was published in Pakistan in May, 2026. It was created for the brand: inDrive, by ad agency: inlab. This Content and OOH Outdoor media campaign is related to the Transport industry and contains 1 media asset. It was submitted about 3 hours ago by External Communications Manager: Nadya Sidorova of inlab.
Credits
inDrive team:
Head of SA Marketing - Olga Elizarova
Integration Marketing Manager - Marina Fochtberger
Mobility Marketing Director - Natalia Nikiforenko
Product PR and Communications Manager - Anfisa Rekina
SuperApp & New Initiatives Communications Lead - Anastasia Miloslavskaya
Communications Manager, Pakistan: Parisey Tariq
Krave - Hasan Chaudhry
Senior Regional Content Marketing Manager - Shruti Srivastava
SuperApp Lead Product Designer - Artur Sitdikov
Product Marketing Manager - Aleksandr Saushkin
Senior Team Leader of SuperApp CRM - Alexandra Solovey
Product Marketing Manager - Daria Dzhioeva
Media Specialist, EMEA - Rusnadirah Hafizah
Internal Impact Programs Specialist - Tsabita Ramadhani
inlab team:
Creative Team Lead APAC - Adrian Ho
Creator - Reno Stefan
Creator - Liyana Zolkiffli
Marcom Manager - Alina Shadrina-Stepanova
Senior designer - Osama Bin Khalid
