inDrive is leaning into what is often considered being ‘late to the party’, having recently launched its cashless payments feature on the inDrive app.
‘Cashless. Finally.’ is the name of the campaign, with inDrive humorously doubling down on and making light of this reality, but it says that giving their drivers and loyal users the convenience of this option now is less about timing, and more about the freedom to choose how you ride.
‘What matters most for us is not being first, but being able to address the needs of passengers and drivers in our service,’ said Mikita Ponarin, inDrive Africa Marketing Lead. Some of them prefer cash, others want the ease of cashless, but all consider cashless as a safer option to pay for a ride. We want to give an opportunity to choose the payment method and ensure that both work without friction. It is about giving riders and drivers control over how a trip happens, not forcing a single way of doing it.’
Developed by inLab, inDrive’s in-house creative team, the campaign included two films that were tailored for riders and drivers, featuring much-loved South African comedian, Mpho Popps. The creative leans into exaggeration, framing inDrive’s ‘late arrival’ through the visual idea of flying pigs, a playful nod to the phrase ‘when pigs fly’, reinforced with AI-generated imagery.
‘It’s deliberately absurd, and that is the point,’ laughed Ponarin. ‘The goal was to combine humour and self-irony, and to deliver it through the voice of one of the country’s funniest comedic voices.’
Built On Fairness, Designed For Real Life
inDrive is a global mobility and urban services platform operating in South Africa and international markets. Built on a peer-to-peer pricing model, the platform allows riders to suggest fares and drivers to accept or negotiate directly.
At its core, inDrive positions itself differently from traditional ride-hailing platforms, focusing on the principle of fairness as the centre of its identity. The model is built on peer-to-peer fare negotiation, where riders suggest a price and drivers choose whether to accept.
For riders, the introduction of cashless payments means flexibility whether you are paying digitally when travelling without cash, booking for family members or moving through areas where cash is less practical. For drivers, it offers an additional payment option that aligns with shifting consumer behaviour in South Africa’s increasingly digital economy.
In fact, industry data shows card payments now represent a significant share of e-commerce activity in the country, reinforcing the shift towards digital-first behaviour in urban markets. ‘It was a natural step for us in South Africa,’ said Ashif Black, inDrive country representative. ‘We listen closely to how people use the platform. What they want is not complexity. It is control, fairness and choice.’
With the introduction of cashless payments, inDrive continues to expand practical choice on the platform while staying anchored in its founding principle that people should set the terms of their own journeys. ‘Cashless. Finally.’ is part of that evolution, reinforcing inDrive’s wider brand promise of flexibility, fairness and user control across every trip.
Your Ride. Your Price. Download the inDrive app on Google Play or Apple, or find out more at inDrive.
INDRIVE
https://indrive.com/en-za
