10 Years: Rakhmet from the CEO

After 10 years in Kazakhstan, inDrive didn’t celebrate with noise — we chose to say “Rakhmet.” In a market where national pride and local values matter more than ever, we knew that a heartfelt thank-you would mean more than any discount or boast.

Kazakhstan was our first international market. It wasn’t just where we grew — it’s where we found our identity. So for our anniversary, we didn’t focus on ourselves. We focused on the people who made those 10 years possible.

We thanked every rider who chose us. Every driver who kept the wheels turning. Every competitor who challenged us to do better. Every moment that shaped our journey. “Rakhmet” became more than a message — it became a cultural bridge.

Through a fully integrated campaign — spanning digital, outdoor, social media, CRM, events, and a touching Kazakh-language video from our CEO — we turned our milestone into a moment of national connection. We spoke the local language, used local symbols, and celebrated local values. It wasn’t just a gesture. It was a statement of respect.

And the message landed. The campaign reached over 19 million people nationwide and helped deliver record growth:

+14.1% new passengers, +21.7% new drivers, and our highest-ever Net Promoter Score of 46%. Brand awareness soared (+8pp unaided, +10pp prompted), and business performance surged across every core driver metric — proving that gratitude, when genuine, drives both hearts and results.

This was more than an anniversary. It was a tribute. A way to say: we’re not just here — we’re part of you. Ten years in the market. Ten years of trust, community, and belonging.