ISLAMABAD: inDrive launched a Mother’s Day campaign in Pakistan that encouraged people to focus on reducing the daily responsibilities carried by mothers rather than limiting celebrations to social media posts and gifts.

The campaign, introduced across major cities including Lahore, initially used billboards announcing the “cancellation” of Mother’s Day before revealing its message about supporting mothers through practical help with everyday tasks.

According to the company, the campaign aimed to highlight the mental and physical burden often managed by mothers within households. The initiative promoted the use of inDrive’s services, including ride-hailing, grocery delivery and courier options, as ways for family members to assist with routine responsibilities.

“We wanted to encourage people to move beyond symbolic gestures and think about practical support,” said Awais Saeed in a statement released by the company.

The campaign focused on four service categories within the inDrive platform: couriers, within-city rides, intercity rides and grocery delivery.

As part of the initiative, inDrive also launched a “For Mom, From You” category within its grocery service, featuring promotional offers and gift hampers from several consumer brands. The company said customers purchasing products from the category would be eligible for prize draws, including beauty products and a smartphone giveaway.

According to the company, the inDrive app has been downloaded more than 400 million times globally and currently operates in over 1,000 cities across 48 countries.