Pakistani app Careem makes PML(N) ‘act like a teenager’. It all started with an ad campaign

Pakistani app Careem makes PML(N) ‘act like a teenager’. It all started with an ad campaign

New Delhi: Pakistan’s ride-hailing app Careem has been caught up in the country’s political drama, so much so that former Prime Minister Nawaz Sharif’s Pakistan Muslim League (N) is calling for its boycott. The party, currently in the process of hammering out an agreement with the Pakistan Peoples Party to form a government, is busy urging citizens not to use its services. It has left many Pakistanis scratching their heads in bewilderment, many are questioning why the party is acting like a teenager.

“You are about to take reign over the Federal Government-you should not be in the business of organising or calling for boycotts of companies. Criticize them all you want but don’t go down this angry teen route,” said popular political commentator and talk show host Fasi Zaka on X.

The root of all this drama is a now-deleted post by Careem: “Program war gaya?”, which loosely translates to “plan got busted”. The campaign, which Careem officials have now clarified wasn’t hinting at Pakistani politics, got enmeshed into a controversy when it was used by Sher Afzal Marwat, vice president of the Pakistan Tehreek-e-Insaf (PTI), after the infamous argument with PML(N) senator Afnan Ullah Khan. The phrase is now being used against the backdrop of the PTI’s performance in the recent general election when its candidates won the most seats. And although the PML(N) and PPP are in talks to form a coalition government with Shehbaz Sharif as PM, the popular vote and sympathies are with Khan.

Now, angry PML(N) leaders are calling for #BoycottCareem.

This isn’t the first time they have done this. @CareemPAK showing its true colors again. More interested in pushing political agendas. Shameful. #BoycottCareem

— PMLN (@pmln_org) February 14, 2024

Party loyalists have taken to X to turn this appeal into a broader “movement”.

Is it that serious? 

Reactions to ‘Boycott Careem’ have now snowballed into a larger debate on politics, industry, and government interference. And everybody stands divided.

Political app, deleted it. Yango and Uber are much better.

— Hamza Sodhi Adv (@Hamza_HS7) February 14, 2024

PML(N) supporters are enraged and want Careem to shut down; some have even called it an attempt to “use political comments just to stay relevant and gather eyeballs”. On the contrary, others are applauding the courage and “political correctness” of the brand.

In these testing times, only Careem came forward with this brave tweet. Kudos to them. We won’t #boycottcareem, but we’ll now start using it more ❤️👏 pic.twitter.com/PylED16KAD

— Shehryar Sajid Khan (@Sskwrites) February 14, 2024

Careem is the best cab app,

Careem captain are well trained,

Careem is my favourite. #boycottcareem #careem pic.twitter.com/uTBxKmqNyL

— Arooj (@wobbly_girl) February 14, 2024

Careem fikr ni krni 5⭐ bhi milein gy aur app use bhi hogi PTI sath khari hai 👍🏻 pic.twitter.com/1LlQ7L5PMU

— Waleed Shabbir 🇵🇰 🇹🇷 (@Waleedshabbir41) February 14, 2024

Many are also questioning whether a corporate entity should “stick to business” or be politically opinionated. Only a few see the humour in it.

If you wanna #boycottcareem Then: pic.twitter.com/g3JUfriYBb

— Engr. Nauman Sulehri (@NaumanSulehri1) February 14, 2024

While the PML(N) claims Careem is trying to push “political agendas”, the company has told Dawn that it used the phrase as part of their ad campaign for their “later booking” option. It even posted a video showing the same.

Jana ho jab bhi, jahan bhi, Careem karao! pic.twitter.com/03RWyTcvM0

— Careem Pakistan (@CareemPAK) February 14, 2024