Nowruz. The holidays start with a ride

Nowruz is one of the most significant holidays in Central Asia. It symbolizes the beginning of the new year, spring, and the renewal of nature. People prepare national dishes, visit relatives and friends, strengthening social and cultural ties. However, in recent years, we have noticed a decrease in taxi rides during this period, despite the fact that it is customary to visit people during Nowruz. In 2024, Yandex Go decided to support this important tradition and offered a convenient way to visit loved ones – with a specially created the Holiday service class.

The holidays start with a ride: Nowruz is a time for gatherings, and with Yandex Go, you can manage to congratulate everyone dear to you, doing so without fuss or fatigue. As part of the project, we decorated over 300 Yandex Go taxi cars with vibrant illustrations, unique to each country. We launched outdoor advertising and a social media campaign. The culmination was the festive offline Yandex Go brand zones. In specially designed houses, guests could participate in traditional entertainment, receive gifts, and take memorable photos.

The campaign took place simultaneously in Kazakhstan, Uzbekistan, and Kyrgyzstan. We took into account the national characteristics of each country to make all activities as close and understandable as possible to our audience. As a result, we managed to organically integrate into the cultural context and demonstrate care for service users — the desire to be present during significant moments.

The holidays start with a ride, and continued in the company of family and friends.