In Lagos, “wahala” is part of everyday life, especially for commuters navigating traffic, delays and cancellations. inDrive turned this shared experience into its Chief Wahala Officer campaign, using humour and cultural relevance to humanise its brand while highlighting its commitment to reliability and problem-solving. Chiemelie Ezeobi writes
When inDrive advertised for a Chief Wahala Officer (CWO) earlier this year, the vacancy looked genuine enough to make many Nigerians pause. The role came with an unusual qualification: at least five years of surviving the realities of Lagos. Applicants needed composure under pressure, a strong understanding of “Lagos wahala” and the ability to navigate the unpredictability of everyday movement across the city.
It was not a conventional recruitment exercise. It was a marketing campaign. Yet, that was precisely why it succeeded. Rather than introducing another promotional slogan about affordability or convenience, the global ride-hailing and delivery platform built an entire campaign around an experience nearly every Lagos resident understands.
It acknowledged that daily transportation comes with delays, cancellations, traffic, surge pricing and countless unexpected obstacles. More importantly, it positioned the brand as a partner willing to confront those realities rather than pretend they do not exist.
