This morning thousands of Careem customers woke up to a confusing alert: an invitation to no longer be “forever alone” because their #rishtahasarrived. The Pakistani obsession with weddings has now infected your ability to travel safely.
Whether or not you want a rishta is irrelevant…because it seems everyone who is single (or knows someone who is single) must by default be seeking their special someone. And according to Careem the only ‘halal’ way of discovering that person is playing 20 questions with a mystery lady on your journey to work.
Obviously, this is a publicity stunt. We get it. The service is launching Careem Shadi, a matrimonial car service and the aunties are supposed to create hype. But the gimmick has left a sour taste in the mouth of so many customers.
If you think the most important and relevant thing to do while getting a ride is match-making, your priorities are out of whack.Why would having an “rishta aunty” ride with you, asking you embarrassing personal questions and judging your life so far, make your journey in any way more comfortable.
When Careem started out it felt like a blessing. The digital taxi hailing service provided the kind of modern freedom that many don’t often feel in Pakistan: we could go where we wanted, when we wanted independently.
And then they go and do this.
Beyond the dissonance between taxis and rishtas there is the issue of the language of the campaign. In a possible attempt at absurd or tongue in cheek humor the promotions insinuate that aunties offer ‘halal’ match making as opposed to non-kosher ways of meeting a significant other like meeting them at a party (haww!) or getting introduced by a friend.
After 15 years
Kids: ‘mama Papa app ke love marriage thee ya arranged?’
Parents: ‘betaa #CareemMarriage‘#careem #rishtaaunty #halalmarriage— Aiman (@aimans_3) July 19, 2017
According to Public Affairs director Sibtain Naqvi the idea of the ‘service’ was to “help younger people find a right match.” He said “We’ve taken professional Rishta Aunties on-board. During the ride people can tell the aunty their preferences and the Aunty will later get in touch with them with a suitable rishta.
Sounds so simple and convenient, right? Wrong.
The social emphasis on marriage and weddings is what makes it difficult to be a single person. Regressive campaigns like this may seem like a punchline to those who don’t have to deal with constant moral policing and pressure to tie the knot but there is nothing funny about them.
‘Forever alone‘ would not be such a horrible and scary prospect if you were not constantly shamed for it.
The campaign perpetuates norms and traditions that define marriage as the epitome of social success defined as meeting and ultimately marrying a perfect stranger because being ‘taken’ is more acceptable than choosing to be alone.
No, thanks. I’d rather happily ride in taxis #foreveralone at least until I am in love – in the haram way.
