It's alright. (It's really not)

You know that moment when everything is “alright”...

The price doesn’t really work. The pickup is way too far. But nobody wants to say it. So everyone smiles, nods and goes: “It’s alright”

For the latest inDrive campaign in Nepal, we took that very familiar dance around the point and turned it into an actual musical. Riders and drivers sing the polite version of what’s happening. Meanwhile, dancers behind them hold up giant signs revealing what they’re really thinking.

Across two films for Auto and Moto, we leaned into the drama, music and choreography of retro South Asian cinema — with a distinctly Nepali setting and a healthy amount of theatrical overreaction.

Then inDrive enters, where riders can consider the fare and available drivers, while drivers can respond to the terms and decide which rides work for them.

Both sides can put what they actually want on the table before the ride is confirmed. No interpretive dance required.

The campaign is another local expressions of our new global creative frame, "Feel the Fairness" — bringing the feeling of choice, agreement and being treated fairly to life in a very Nepali way.

When it’s fair, you feel it.