November 14, 2018

#BoyCottCareemPakistan: Careem’s latest promotional campaign offends Twitteratis

ISLAMABAD: In a politically charged environment ahead of elections 2018, Careem Pakistan is taking some heat for taking out a controversial advertisement campaign that used phrases with political connotations.

As per detail, the campaign used a number of famous political slogans and tailored it for its promotional campaign during the election month. Some of the images posted through their official Facebook page are given below.

The promo codes mentioned in the images would allow Careem users to avail 5% discount on their rides.

This campaign did not go down well with a number of Pakistani twitters users who used the hashtag #BoycottCareemPakistan to criticize the management for their politically motivated advertisement campaign and also called for boycott of the ride hailing service.

Some users even accused them of favoring one political party over others.

Given the reaction of the public, the management issued an apology over its Twitter account, emphasizing that they were “politically neutral” and that their only purpose was to get people to vote.

Not only that, Careem has also announced to launch a form for political parties that they can use to request promos for any rallies or corner meetings.

Written by

Talal Raza is a Program Manager at Media Matters for Democracy. He has worked with renowned media organizations and NGOs including Geo News, The Nation, United States Institute of Peace and Privacy International.

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