Description
Everyone knows a Tita. Blunt, caring, a little dramatic — and always ready to tell you when you're about to waste your money.
So when inDrive wanted to talk about ridiculous ride prices in the Philippines, we knew exactly who to call.
For the new passenger campaign, we turned Tita into the voice of reason, dropping her into a series of increasingly absurd commuting situations. Because if anyone is going to tell you not to accept a ridiculous fare, it’s Tita.
Built around the idea “When prices get ridiculous, trust the app Tita would choose”, the 360 campaign brings a distinctly Filipino sense of humour to inDrive’s proposition: more control over your ride, from the fare to the driver rating and vehicle.
Two films, OOH, DOOH, digital, influencers and more — all with Tita doing what she does best: giving unsolicited advice that you probably should listen to.
Because sometimes the smartest mobility advice comes from your Tita.
Watch both campaign films on inlab's channel: https://www.youtube.com/playlist?list=PLPNaBHOFeNaw
This professional campaign titled 'Ridiculous ride prices? Tita has something to say' was published in Philippines in September, 2026. It was created for the brand: inDrive, by ad agency: inlab. This 360°, Digital, and OOH Outdoor media campaign is related to the Transport industry and contains 2 media assets. It was submitted about 2 months ago by External Communications Manager: Nadya Sidorova of inlab.
Credits
inDrive team:
Marketing Director EMEA & APAC - Anna Migal
Marketing Lead - Salihah Noh
Marketing Manager - Puan Fawwaza Alhasany, Marina Mirokhina
Brand Lead - Tatiana Geller
Regional Brand Lead - Anton Kazintsev
Media Lead APAC - Shaim S.
Media Manager - Anar Yussupova
Content Team Manager - Shamin Azim
inlab team:
Creative Team Lead APAC - Adrian Ho
Creative Team - Reno Stefan, Liyana Zolkiffli
Marketing Communications Team Lead - Maria Lebetskaya
Senior Marketing Communications Manager - Anna Gavrilkina
Video Production Team Lead - Lana Lee
Senior Producer - Akerke Damenova
Post-production Producer - Max Lyapin
Design Team - Oleg Peters, Arina Ivanova
AI Artists – Alibek Narimanov, Adal Nurov
Director of inlab - Mikhail Naliukhin
Production House – Fragment Manila Inc.
Director – Judd Figuerres
