launch a national 360 campaign in Kazakhstan to differentiate inDrive from its primary competitor, Yandex Go. We needed to tell the audience about inDrive's distinct advantages – users proposing their own prices, freedom from unexpected surge pricing, and the ability to personally select their driver. A significant asset
was the brand's ambassador, Nurlan Koyanbayev, the most recognizable person in the country after the president

inDrive is the ride-hailing app where people come first (unlike Yandex Go, where they decide for you) — you have control, choice, and confidence because it's fair. Therefore, InDrive is
a fair alternative.

Everything is simple, bright and dynamic. A few moments from everyday life — narrated by Nurlan — that prove fairness isn’t just a word, it’s a choice we make

The Challenge

Results

In a strategic city: +64% in rides, +44.5% in orders,
+50% in active pass, +53% in new pass

Nationwide: +14% rides, +12% orders, +11% active pass

Co-creator of the Idea, Copywriting, Art Direction,
and Led Production

my role

The Concept

Execution