InDrive Spaza Branding

In celebration of Freedom Day, global ride hailing platform inDrive partnered with MegaVision Media to deliver a community-focused branding initiative across spaza shops in Soweto. The campaign was designed to do more than drive awareness. Its purpose was to reflect inDrive’s commitment to fairness, accessibility and meaningful participation in the communities it serves.

Spaza shops were selected as the primary touchpoint because they are deeply embedded in township life. They are trusted, highly frequented and form part of daily routines for residents, commuters and drivers alike. By branding these physical brick-and-mortar outlets, inDrive was able to build presence in a way that felt organic and locally relevant rather than imposed or transactional.

Each participating spaza featured custom airbrushed branding that included a QR code designed specifically for drivers. By scanning the code, drivers could engage directly with the inDrive platform and learn more about the service. This physical to digital connection made the interaction simple and immediate while maintaining a strong on-street visual presence.

To further support adoption, the campaign included free Wi-Fi at branded spaza locations. This enabled customers to download the inDrive app and book a ride on the spot, removing common barriers such as data costs and connectivity. The result was a practical activation that moved seamlessly from awareness to action within the same environment.

MegaVision Media managed the rollout across Soweto, ensuring consistent execution while respecting the character and layout of each store. The branding was designed to be bold and visible yet appropriate for the community context, allowing the spaza owners themselves to feel part of the campaign rather than simply hosting it.

By activating around Freedom Day, the campaign reinforced inDrive’s positioning as a platform that values choice, fairness and access. More importantly, it demonstrated how sustained presence in everyday community spaces can help a brand embed itself gradually and authentically into daily life.

This initiative shows the power of local trade media when it is used with intent. By combining physical branding, digital access and community relevance, inDrive was able to celebrate Freedom Day in a way that delivered real value to the people and places that make the platform possible.

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