This week, social media had a meltdown after Careem’s latest billboard, featuring a runaway bride sparked a massive debate.
In a bid to promote its bike service, the ride-hailing brand launched a marketing campaign with a catchphrase ‘Apni Shadi se Bhagna hai to Careem Bike karwao’ (If you want to run away from your own wedding call a Careem Bike).
The dolled up ‘dulhan’ flaunting cool sunglasses looked all set to flee from her own marriage ceremony.
While some have called the campaign light-hearted humor and creative, others have called out the brand claiming that they have stepped to an all-time low by promoting such actions. The copy used goes against the cultural values and traditions and encourages unconventional behavior. On the flip side, it raised the issue of forced marriages.
Meanwhile, brands have decided to cash on this controversy by trolling Careem for the contentious campaign.
Daraz Takes a Dig to Sell its Lastest E-commerce product- automobiles
Aik dafa ki investment, zindagi bhar ka sukoon! Happy Shopping! Careem#JoChahayPakistan Shop now: https://bit.ly/2Y1dHSu
Posted by Daraz Online Shopping on Tuesday, March 19, 2019
Service Tyres too came up with a witty comeback
Tyre aur rishta bharosay pe chalta hai. Careem Daraz Online Shopping#RishteyPeGrip
Posted by Servis Tyres on Wednesday, March 20, 2019
And OLX just made us all laugh with its ‘Kareem’ pun!
Find all kind of bikes on OLX.https://bit.ly/2Azsx9mSELL IT | SEARCH IT | BUY IT
Posted by OLX Pakistan on Wednesday, March 20, 2019
Social media agency, Linking Media schooled Careem for targetting cultural norms
Targetting cultural norms has never been a good marketing strategy. I repeat, NEVER!!#Linkingmedia #Letsgetlinked #Agencylife #Marketinggame #Thinkbeforeyouadvertise
Posted by Linking Media on Tuesday, March 19, 2019
What do you think about Careem’s campaign? Share your thoughts with us in the comments below.
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