inDrive brings the Philippines’ Tita to life in a campaign about ridiculous ride prices

Created by inDrive’s in-house creative agency, inlab, the new passenger campaign brings one of the Philippines’ most recognisable cultural characters into a world of ridiculous fares, questionable decisions and increasingly absurd situations.

Everyone knows a Tita. She’s blunt, caring, slightly dramatic and always ready to tell you when you’re about to waste money. Whether you asked for her advice or not.

So when ride-hailing prices start getting ridiculous, who better to intervene?

Armed with her signature mix of unsolicited wisdom and common sense, Tita appears just in time to stop passengers from making equally ridiculous decisions.

Built around the idea “When prices get ridiculous, trust the app Tita would choose,” the campaign uses distinctly Filipino humour to bring inDrive’s product proposition to life: passengers have more control over their ride and can consider the fare, driver rating and vehicle before choosing.

“In the Philippines, people don’t need another brand telling them to be smart with money. They already have Tita for that,” said Adrian Ho, inlab Creative Team Lead APAC. “We wanted to take a very familiar cultural character and drop her into a category of frustration everyone immediately understands. The stranger the situation gets, the more natural Tita feels.”

Launched on 14 September 2026, the 360 campaign includes two main online films, alongside OOH, DOOH, digital media, performance assets, influencer content and a dedicated photo bank.

Because sometimes the smartest ride-hailing advice doesn’t come from a mobility brand.

It comes from your Tita.

Credits
inDrive team
Marketing Director EMEA & APAC – Anna Migal
Marketing Lead – Salihah Nadiah binti Mohd Noh
Marketing Manager – Puan Fawwaza, Marina Mirokhina
Media Lead APAC – Shaim Shaimov
Media Manager – Anar Yussupova
Content Team Manager – Shamin Azim

inlab team
Creative Team Lead APAC – Adrian Ho
Creative Team – Reno Stefan, Liyana Zolkiffi
Senior Marcom Manager – Anna Gavrilkina
Head of Production – Lana Lee
Senior Producer – Akerke Damenova
Design Team – Oleg Peters, Arina Ivanova

Agency and Production: FRAGMENT