inDrive launched in Nigeria, a key market in Africa. Our task was to introduce the inDrive brand to a large national audience and clearly explain how the application works

Nigeria is one of the world's most populous countries, yet a large portion of its population lives below the poverty line or faces significant life hardships. In Nigerian English, there's even a specific word for these troubles: 'Wahala.' But life is more than 'Wahala,' and with inDrive, you can see this by reaching your 'place of happiness' and offering your own price for the ride to get there

The video concepts were straightforward: heroes start off facing challenges, but inDrive enables them to connect with family, enjoy a relaxing break, or simply have a good time during their trip. Ultimately, they see life as lighter and much bigger than 'wahala'

Nationwide: Un Awareness 60% / +37 pp
Market Share 16% / +10 pp

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

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eshk1l4v@yandex.ru