Wahawy Ya Wahawy.
inDrive reworked the Ramadan chant 'Wahawy Ya Wahawy' as an AI-assisted music film for Egypt, in which two puppets break their strings and ride through the city in a lantern-shaped 'Fanous Car'.
- Brand
- inDrive
- Agency
- inlab
- Market
- Egypt
- Region
- MENA
- Year
- 2026
The challenge
inDrive was entering an Egyptian Ramadan season owned by brands with long histories and large budgets, where a lantern-and-greeting ad would have been forgettable. It needed a culturally rooted way to express its product idea: passengers and drivers agree a fair price between themselves.
The idea
inlab, inDrive's in-house agency, had singer Donia Wael and producer El Waili record a new version of the chant, and built a world inspired by traditional puppetry and fanous lanterns, using AI for concepts, animation and refinement alongside live performance and human art direction. In the one-minute film, two puppets break free of their strings and are carried off by the Fanous Car, the campaign's symbol of fair choice. The song ran on radio, paid digital, social and influencer content and in the app, and views counted towards a donation of up to EGP 5 million to Misr El Kheir for more than 5,000 children during Ramadan.
Results
- 9.5 million YouTube views against a target of 5 million, according to inDrive and inlab's Shorty Impact Awards entry
- 13.3 million people reached, according to the same entry
- Meta ad recall of 15.7% against a benchmark of 5.2–6.9%, according to the same entry
- Top-of-mind awareness of 42%, ahead of Uber at 39%, according to the same entry
- EGP 5 million donated to Misr El Kheir, supporting 5,000 children, according to the same entry
Case study source: Campaign Middle East Source ↗
