From your ‘ride has arrived’ to your ‘rishta has arrived’

Is it a bird? Is it a plane? Wait, is that a rishta aunty in my ride?

Yes, you can now book a “Rishta Aunty” car type from the app and have a professional matchmaker.

In a move that took its customers by surprise (and shock), Careem launched quite a unique promotional campaign to customers early Wednesday.

With feelings of surprise and bewilderment — that probably dawned upon many at dawn — a colleague walked to my desk to share the email sent to her by the ride-hailing company.

“I am going to try this just for the heck of it man,” she claimed.

Talking to Geo.tv, Careem Head of Public Affairs Sibtain Naqvi explained the idea behind the unusual promotion scheme.

“Some of our [elderly] female riders had expressed anxiety over their children not getting married so we decided to create an avenue for the young population of Pakistan,” Naqvi said.

He further explained how the unconventional matchmaking service works.

“All you have to do is make a later booking so we can line up an aunty for you,” he said, adding that the matchmaker would then ask you about your preferences and exchange contact details. “From thereon, it is you and the aunty.”

The company claims to have thoroughly vetted the cupids they have hired for this ‘community engagement service’.

“We are only looking to create avenues,” chuckled Naqvi. “We don’t promise a happily-ever-after.”

The promotion took Twitter by storm with users expressing mixed reactions to the service.

While some users expressed their hesitancy (or fear of a rishta aunty) to open the message others were ‘elated’ and ‘hopeful’ at the thought of finally meeting the one they’d been waiting for all their life. 

Special thanks to Yasal Munim and Zahidun Nisa.