Careem is no stranger to cashing in on the particularities of Pakistani culture, be it their coupons that reduce fare to reach local events, or the “Careem Nayi” that would visit your location to give you a quick trim for Eid a few weeks ago. But when, today, Pakistani’s woke up to the prospect of carpooling with a “rishta aunty” the promotion was initially taken in jest.
After a few moments, however, reality set in when the company spammed inboxes and in doing so attempted to usher in a new era of matchmaking.
The recipients of the promotion were understandably in disbelief, shock and in some cases anger. Some even felt personally attacked (or simply flattered).
Now even Careem is trolling me for being single pic.twitter.com/JgwAyaiVq6
— Abdullah Khalid (@Abdularoy) July 19, 2017
@JaniDarasHai have you spoken to careem about me? ?? pic.twitter.com/Os4PtYwo1G
— Fatika Mazhar (@fatikasheikh) July 19, 2017
The only day I decide not to Careem, it starts sending rishtas. Not fair.@CareemPAK
— Ms. Khan (@CallMeJiaa) July 19, 2017
Most could not fathom the possibility.
hahah.. Is #Careem Rishta Aunty for real?
— عبداللّٰہ (@Chokorchaddi) July 19, 2017
Whats up with the Careem rishta aunty offer !
— little kid lover (@feyzism) July 19, 2017
Is careem for real?! @JiqbalPK pic.twitter.com/bDiAlalElm
— Sana Tariq (@sanatkhan1) July 19, 2017
Some were not to fond of the prospect.
Careem has unlocked a new level of mailapan today.
— Saad Amjad (@SaadAmjad_) July 19, 2017
#Careem and its chichorpan. pic.twitter.com/MmL9oJkGE0
— Shehrbano Anwer. (@hummels66) July 19, 2017
Perhaps the option is in beta, to the disappointment of those who can’t wait.
For those in too much of a hurry, you can’t get an immediate ride with Rishta Auntie #Careem #Careempk pic.twitter.com/7FZRqdLEDt
— Ahmad Babarاحمد بابر (@ahmadbabar) July 19, 2017
As of now it is hard to say whether the people over at Careem are on to something, perhaps they’ve developed an algorithm specifically tailored to the customer based on location? or is it just a publicity stunt. Nevertheless, we are sure that the people will relate their experiences on social media especially given the way they responded to the promotion.
