Influencing lives doesn’t always require massive budgets or flashy strategies.
I’ve never really been into radio. In my car, it’s either music I’ve personally chosen or just silence.
helpingBut something shifted when I started paying closer attention to our drivers. Whether I was in an inDrive car or with a competitor, I noticed the radio was always on. It was part of the ride experience: constant, familiar, and surprisingly influential.
That small observation sparked an idea. At the time, no one had run a radio campaign for inDrive in our region. Many doubted its impact, saying radio wouldn’t deliver strong results or meaningful reach.
But I saw a different kind of opportunity, one rooted in local behavior and human connection.
helpingWith a small budget and a lot of creative risk, I wrote short, story-driven ads that were emotional, funny, and directly tied to inDrive’s mission.
One of the most memorable moments from that nine-month campaign came during a show where one of the presenters didn’t own a car and was often late to the studio.
helpingHis manager suggested using inDrive and even asked him to share his live itinerary from the app on air, just to make sure he was telling the truth! It became a running theme.
Every ride turned into a story. The presenter would talk about how quickly the car arrived, thank the drivers for their professionalism, and even share touching conversations they had during the ride.
helpingSometimes, as part of a driver contest, we invited those same drivers into the studio to share their own experiences, celebrate their stories, and reward them for trusting inDrive.
It wasn’t just a campaign, it became a platform for real connection.
helpingThat experience reminded me that influencing lives doesn’t always require massive budgets or flashy strategies. Sometimes, all it takes is noticing the small things and responding with empathy and creativity.
helpingThis campaign shifted my mindset from simply managing growth to shaping culture. And it wouldn’t have been possible without the incredible team who believed in the idea and backed it when it was still just a bold experiment. I want to sincerely thank Shorouk Ibrahim and Sergei Balandiuk for their trust, collaboration, and vision.
Together, we didn’t just advertise — we built connections, sparked real stories, and reminded ourselves why we do what we do.
helpingIt wasn’t about reach or metrics anymore. It was about people. About those who listen, those who ride, those who speak and share.
