Indrive Egypt has launched a new brand film that transforms the beloved Ramadan chant Wahawy Ya Wahawy into a one-minute musical narrative designed to connect tradition with contemporary storytelling. Released in February 2026, the campaign revisits one of the most recognizable seasonal songs in Egyptian culture while aligning it with the platform’s positioning around fairness and human connection.
The project brings together singer Donia Wael, songwriter Menna Elkiey, and music producer El Waili, whose collaboration reshapes the classic melody into a modern anthem while preserving its nostalgic identity. The result is a short-format film intended to resonate across generations during the Ramadan period, when cultural symbolism and emotional storytelling play a central role in advertising.
A cinematic blend of craft and technology
Developed by inlab, indrive’s in-house creative agency, the production combines live performance with artificial intelligence tools to construct a tactile visual universe inspired by traditional puppetry and fanous lantern artistry. Rather than relying solely on digital effects, the creative direction integrates handcrafted aesthetics, creating a hybrid visual language that balances authenticity with innovation.
At the heart of the narrative are two puppets who come to life through a beam of light representing fair choice — a thematic reference to the company’s core value proposition. Their journey unfolds across Egypt aboard the “Fanous Car,” a lantern-shaped vehicle symbolizing guidance, equality, and shared experience.
Symbolism as brand storytelling
The campaign uses visual metaphor rather than direct product messaging. The lantern, a cultural emblem associated with Ramadan nights, becomes a storytelling device that conveys movement, illumination, and unity. By positioning the brand within a symbolic narrative instead of a transactional context, the film emphasizes emotional resonance over functional communication.
This approach reflects a broader trend in transport-sector marketing, where platforms increasingly rely on cultural storytelling to differentiate themselves in competitive markets. The use of familiar heritage references helps anchor brand messaging in collective memory, strengthening recall and affinity.
Strategic timing and industry positioning
Timed for Ramadan, one of the most competitive advertising seasons in Egypt, the film illustrates how brands are investing in high-concept storytelling to capture attention in a crowded media environment. The campaign was submitted by Nadya Sidorova, external communications manager at inlab, shortly after its release, signaling a rapid push for visibility within industry channels.
By merging music, folklore imagery, and ai-assisted production, indrive Egypt positions the project as both a cultural tribute and a technological showcase — a dual strategy aimed at reinforcing brand relevance among digitally savvy audiences while honoring regional tradition.
A new direction for transport advertising
The Wahawy Ya Wahawy campaign demonstrates how mobility platforms are redefining their communication strategies beyond service promotion. Instead of focusing on rides or pricing, the film foregrounds narrative symbolism, artistic collaboration, and emotional tone.
Such campaigns indicate a shift in brand communication within the transport sector, where storytelling, cultural alignment, and creative experimentation increasingly shape perception as much as product features.
