Kazakhstan is one of inDrive’s most meaningful markets, where the brand is part of everyday mobility culture. In a category often driven by price, speed and convenience, inDrive wanted to create a deeper emotional connection with people. The campaign used a powerful local cultural code — Kazakh poetry and oral storytelling — and brought it into a modern everyday context: the ride. Voiced by inDrive turned inDrive cars into moving listening spaces, helping people rediscover Kazakh poetry through a brand experience rooted in local culture.
Problem
inDrive needed to build a deeper emotional connection with people in Kazakhstan, beyond the usual ride-hailing category messages of price, speed and convenience. The task was to use a meaningful local cultural code in a way that felt natural to the brand — and turn an everyday ride into a memorable experience that could strengthen relevance, attention and brand preference.
Solution
inDrive created Voiced by inDrive — an audio-led campaign that brought Kazakh poetry into everyday rides. Together with contemporary Kazakh voices, the brand recorded poetic works and placed them inside the ride experience, turning inDrive cars into moving listening spaces. Passengers could encounter poetry not as a formal cultural symbol, but as something alive, intimate and part of their daily journey. The recordings were also released on music platforms, extending the experience beyond the car and making Kazakh poetry easier to discover, listen to and share. By turning mobility into a cultural audio experience, inDrive made its brand presence feel more local, emotional and human.
Results
Voiced by inDrive reached 20M+ views, generated 16,500 interactions and achieved 647K PR reach, proving strong resonance for a culture-led audio idea. During the campaign period, active passengers grew by 18%, new passengers by 19%, orders by 31% and rides by 34%.
