Careem forays into matchmaking and people can't handle it

Ride-hailing service left Twitter awestruck with their new marketing tactic

Careem Pakistan, in an unpredictable way of marketing sent push notifications and emails to users early Wednesday saying, 'Your Rishta has arrived'.





The email further read, 'Bas kar forever alone ka naara, ab status hoga 'taken' tumhara.' With this, they added scribing, Careem offers you the 'Halal' way to find the right person. Have a rishta aunty accompany you during your ride.'

Of course this tactic took many customers by surprise and they took to Twitter to question and rant at the same time.

Careem has lost their mind as much as I have lost hope from this world. This was actually creepy.#Careem #Karachi #Rishta #Taxi #morning pic.twitter.com/gh30uMPpyZ

— Wander Woman (@SayyyCheeese) July 19, 2017

Careem now offers a 'rishta aunty' to accompany you on your ride... because my mom wasn't enough! #DesiProblems

— Sundar Waqar (@sundar_waqar) July 19, 2017

https://twitter.com/Yixi_Arsalan/status/887551709417017344

brb going to Karachi to find the rishta aunty pic.twitter.com/VgW1Tmp0jL

— Areeba Siddique (@areebasiddique) July 19, 2017

If Careem is good at something, its playing with someone's feelings @CareemPAK 😓😔 pic.twitter.com/kbRIk1iizV

— Farhan (@ItsHunnny) July 19, 2017

https://twitter.com/mehru365/status/887550745943396352

 

 

Careem Rickshaw ke baad paish hai Careem Rishta. pic.twitter.com/q7VsF8dw3I

— Anas (@teepusahab) July 19, 2017

Why would anyone want to go for a rishta in a careem? Won't they ask if the boy owns a car or not?

— ST (@shobz) July 19, 2017

 

Things are getting serious #careem #ReadyOrNot #ekpalmainbadaljaizindagikasafar #foreveralonenomore pic.twitter.com/vlNyuYPUmH

— Doctor Oct (@deebaj_fatima) July 19, 2017

 

https://twitter.com/mahnoorizhere/status/887534284592095232

https://twitter.com/PiruSaein/status/887515226094133248

all i wanted was a Rickshaw... @CareemPAK pic.twitter.com/XrZBGyBjtT

— Qasim Farooq (@MangoLassC) July 19, 2017

Here's what Careem has to say about this whole deed, "As a 24 year old in Karachi, it is difficult to dodge questions about marriage. When are you breaking the good news, beta? Are you going to wait until your Masters to get married? If you get married at 30, when are you going to have children? If your answer is yes to any of the above then chances are you are familiar with a desi institution: the rishta aunty.

Marriage bureaus, dating sites, and professional matchmakers have been known to all cultures familiar with the institution of marriage, but rishta aunties are almost exclusively a south Asian phenomenon. It is interesting how the figure of the rishta aunty is as ubiquitous in the culture of the subcontinent as is a doctor, or a lawyer.

You know her when you see her: gregarious and chatty, her phone is full of pictures of 20-something men and women, and her eyes dart around searching for eligible bachelors and bachelorettes. She has a knack for knowing with a single glance if you are single, looking for potential matches, married, or divorced along with family income and DNA structure.

Kanwal, speaking to us about rishta aunty, says that rishta aunties in some communities are pretty much the only way to get married. They take up the practice as a profession and have rates according to their expertise, experience, and network. Kanwal tells us that aunties earn up to 200,000 rupees in commission if they broker a deal. Additionally, rishta aunties are entitled to precious jewelry, clothes, and sometimes even motorbikes and cars.

Now, I bet you are wondering if you will ever be able to afford a rishta aunty on your own. The answer is yes.

Careem, after providing excellence as a ride hailing company, is here with a campaign that the single-and-tired-of-mingling needed: The Rishta Aunty Car-type. The campaign is a two-day endeavor to hook up all those seeking to find partners in the most desi of ways. Here is what happens: On your Careem app, select the ‘Rishta Aunty’ car type and make a ‘later’ booking. If your stars align and if it is your time to walk down aisle in matrimony, you will find your rishta aunty waiting for you in your car. Now all you will have to do is sit back and chat with our aunty while she uses her aunty superpowers to find you your soulmate. How much does it cost to avail the service?

Absolutely nothing!

Forget shadi websites, friends’ recommendation and Facebook ‘fraand’ requests from random people.   Instead, ride your way to marriageable prospects, and do it in the comfort of the backseat of a car!"