The year 2020 has been full of surprises and from the looks of it, we might have another one just around the corner. Over a couple of days back, Karachiites and Lahoris were bedazzled by a stunt where the famous Careem wink was witnessed being projected on different locations across major hotspots of the two cities including Shahrah-e-Faisal, Khayaban-e-Ittehad, Rashid Minhas Road, Liberty Market, Fortress Chowk, Shami Chowk, Akbar Chowk, Shukar Khanum Flyover and Cavalry ground. We can’t help but wonder what the hell is Careem up to this time with their attempt at a Batman theatrical.
Is there a new superhero in the city? Or perhaps… a supervillain? With how this year has panned out, we wouldn’t be surprised if that’s true.
The projection resembles the bat signal from the Batman Trilogy which was used to summon the superhero whenever the Gotham city needed one. Judging from what goes on in our cities, it wouldn’t be wrong to assume that we need our Pakistani version of “Bruce Wayne” too.
So, is that Careem’s way of claiming to be the superhero that the city needs now more than ever?
In a year full of chaos and drama, it is comforting to know that a supernatural force is looking after our cities. It is an undeniable fact that our cities, especially Karachi, need their very own superhero to make their everyday lives simpler and easier. But that leaves us with the question as to how does Careem and their Super App plan to do that? Is Careem really trying to portray itself as a superhero we didn’t know we needed? With the recent transformation of the company into a whole new Super App, they do provide a bunch of services from one single application. But is that enough?
Last night just like us, some pages, groups and influencers took their mediums to express their feelings.
This isn’t the first time we have seen Careem choose a rather unique yet risky approach to market their services, especially at the time of rebranding. Did Careem manage to pull it off..? We’ll let you answer that.
With our cities in dire need of something magical, it’s interesting to see brands like Careem working hard to improve our everyday lives which would allow us to focus on more important tasks.