InDrive offers Lagos drivers N50,000 monthly for on-car branding to boost earnings

Leading e-mobility company in Lagos, InDrive has introduced a car branding campaign that is designed to help drivers in Lagos earn N50,000 more every month. This was confirmed to Technext by InDrive’s Senior Business Representative in Nigeria, Oladimeji Timothy.

According to the business representative, the campaign, which is in its pilot stage, is expected to last for three months.

Drivers who agree to have their cars branded with the InDrive logo and colours are guaranteed to earn 50,000 naira every month. The company believes, among other things, that the scheme will help drivers improve their earnings, especially during these tough times.

“The incentive for the program is set at 50,000 Naira per month, running for an initial duration of 3 months. However, there is the possibility of extending the program beyond the 3 months based on the outcomes that will be assessed. This fee has been carefully considered, taking into account the comprehensive nature of the branding initiatives and the potential long-term benefits for drivers. It also provides an additional opportunity for drivers to earn extra income, as the branding helps increase visibility to passengers,” Timothy told Technext.

He also pointed out that the scheme could be extended beyond the initial three months soon depending on the outcome of this present campaign and based on drivers’ engagement with it.

How the InDrive’s car branding scheme will work

InDrive is not the first ride-hailing company to initiate a car branding scheme.

In March 2023, Bolt introduced a car branding program for willing drivers. Though it was not stated at the time, drivers said the company paid 14,000 naira a month. Long before all that, Lagos Ride, the government-backed e-mobility company, operates with fully branded vehicles.

InDrive’s scheme will be executed in partnership with Wrapyt, a transit AdTech company that pays everyday drivers to place removable adverts on their cars. The company is offering 50,000 naira every 4 weeks.

The company is also offering a payment format of 25,000 naira every two weeks so individual drivers can pick which option works best for them at the point of branding.

Drivers will also be given what is described as a “thank you refreshment bonus” of 3,000 naira at the point of branding. The purpose of this fund is to get refreshments while waiting for their cars to be branded.

Beyond the 50,000 naira monthly payment, Wrapyt is offering an added incentive in the form of a monthly competition.

Per the competition, the branded driver with the highest mileage during the three-month campaign will be awarded 100,000 naira. The driver with the second-highest mileage will be awarded 50,000 naira while the third-highest mileage gets 30,000 naira.

Drivers who agree to have their cars branded will be onto Wrapyt’s GPS tracking system at the point of branding. This will help the company track each driver’s mileage to ensure they meet with the standard.

At the end of the campaign, Wrapyt will arrange for the branding to be removed professionally.

“The scheme is initially set to kickstart in Lagos. However, it is designed with the intention of scaling up and expanding to other cities where inDrive operates as we gather insights and feedback,” the InDrive senior business representative said.

Drivers react to InDrive’s branding scheme

Some e-hailing drivers have reacted to the branding scheme. For example, Ola, who spoke with Technext, believes that the payment offered by the company is too small compared to the mobile advertisement that the drivers will run in return.

“Those who are branding their cars with InDrive have no idea of what it entails branding a car for a particular company. The mobile advert is one of the strongest adverts compared to the big billboard advert on the Lekki toll gate. Indrive knew branding their company name on driver’s cars was a big market for them. If all the drivers insist on better payments for such adverts on their cars they will have no choice but to pay because they know the right thing to do,” he said.

Another driver pointed out that such branding would make branded cars an easy target for state and non-state actors like the police, vehicle inspection officers (VIO) and touts looking to extort drivers.

Quizzed about this, the ride-hailing company’s senior business representative, Oladimeji Timothy said the company has thoroughly studied the situation and every possible concern has been carefully addressed.

“We have thoroughly studied the situation and consulted with all relevant stakeholders and regulatory bodies regarding vehicle branding. Every concern raised has been carefully addressed, and we have secured all necessary licenses and approvals. Additionally, drivers have been properly trained on how to handle any issues that may arise,” he told Technext.

He pointed out that the long-term objective of the car-branding initiative is twofold: to significantly boost brand visibility and awareness, while simultaneously offering drivers a valuable opportunity to increase their earnings.

“By expanding this program across multiple cities and fine-tuning its duration in response to ongoing feedback, we aim to establish a sustainable, mutually beneficial branding strategy. This approach ensures that both the drivers and the company experience continued growth, with drivers gaining financial incentives and the brand achieving widespread recognition,” he finished.

See also: Bolt plans to brand independent drivers’ cars in Nigeria, operators express mixed feelings

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