Iran’s Ride-Sharing App Uses Persian Proverbs in its Ads- and It’s Awesome!

You might have heard of Tap30 (pronounced ‘tap-si’), one of Iran’s ride-sharing apps. Although there are others, Tap30 and Snapp have become the two biggest and most used. For a while, it seemed like Snapp was dominating, and I, too, used Snapp almost exclusively. Then back in the winter, I started seeing these clever billboards by Tap30 across Tehran. They were playing with interesting Persian proverbs and literature in their ad campaign, and I have to say they really caught my attention. Usually, the ads I see around town leave me scratching my head, but every time I saw one of these, I couldn’t help but smile and think, “Cute!” This is probably the language nerd in me, but what made these brilliant, in my opinion, is that they used well-known Persian sayings and iconic cultural symbols. Not so different from, say, Volkswagen using Star Wars in the US. And I must admit it was because of these ads that I started using Tap30 as much as Snapp. I’ve never been one to fall for an ad because of a pretty celebrity face, but I guess they found my Achilles heel- Persian proverbs!

It wasn’t until the campaign was over that it dawned on me that this could have made a unique blog post, especially since- Hello!?- I’m all about the Persian language! A couple of times I posted them to my stories, and people DMed me asking what they meant. How did I overlook the opportunity to prattle on about a topic so near and dear to my heart?

Well, Tap30 is back again advertising their new services for people with disabilities. And with it, it seems I’ve been given a second chance to write about how they’re using culture to step up their game.

Obviously, I have nothing to do with any ride-sharing app other than being a user. This was honestly the first time I’ve ever actually enjoyed an ad campaign, thought it was well done, and figured I’d share how it relates to Iranian culture with you lovely people.

So let’s start with the ones from back in the winter. The interesting thing about these (which was something that I had never thought about before) is that Persian proverbs and literature are chock-full of instances where people and places never meet. But what Tap30 did with each of these was say that “getting X to Y is what we do.” Here are the ones they used:

Nushdâru be Sohrâb

Hands up if you remember this one! (Make me proud, people!) In case you need a refresher (and for you new folks) it’s a proverb that comes to us from Ferdowsi’s Shahnameh. The great hero, Rostam, has to leave his wife, Tahmineh, before she gives birth. But before he goes, he gives her a band to place on the baby’s wrist if it’s a boy. Years later, Rostam and a now grown Sohrab come face-to-face on the battlefield, each unaware of the other’s identity. Rostam stabs Sohrab, and it’s only after he sees the wristband that he realizes he’s killed his son. He calls for aid, but it arrives only after Sohrab has died.

If you’ve been to Iran, you’re sure to have seen this uber famous scene of a weeping Rostam cradling his son, which is depicted on tiles and paintings across the country. (I saw one in the metro just the other day.) 

So the Persian proverb goes:

نوشدارو بعد از مرگ سهراب

Nushdâru bad az marg-e Sohrab (Medicine arrives after Sohrab’s death).

Tap30’s ad says that “getting the medicine to Sohrab is what we do.”

Teshne be cheshme

The Persian expression goes:

تا لب چشمه بردن و تشنه برگرداندن

Tâ lab-e cheshme bordan o teshne bargardândan (to take someone right up to the spring and make them return thirsty)

Though it can be phrased differently, it basically describes an extremely clever, diplomatic person, a real smooth talker who takes advantage of another person without them even realizing it. They’ll take a thirsty person right up to a spring, get what they want, and make them leave without having taken a sip.

Kuh be kuh

The next proverb goes kuh be kuh nemirese, âdam be âdam mirese (literally, “A mountain never meets a mountain, but a man meets a man”), or “Friends may meet, but mountains never greet.” Again, Tap30 says that “getting mountains to meet is what we do.”

Leyli be Majnun

This one is a literary reference to the story of Layla and Majnun by Nizami Ganjavi (who also wrote the similar Khosrow and Shirin). Consider it one of the Middle East’s versions of “Romeo and Juliet.” Based on an Arab tale, Qays and Layla (or Leyli) are madly in love. Layla’s father won’t allow them to be together which only intensifies Qays’ obsession, earning him the nickname Majnun (crazy). Layla eventually marries, and upon hearing this, Majnun flees the town and wanders in the desert like a madman. Layla eventually dies, and Majnun is found dead near her grave. Tap30 uses this tragic love story to say that, “getting Leyli to Majnun is what we do.”

Hasani be maktab

This is another one that comes from literature. Ok, it’s actually a children’s book, but no matter. It’s called Hasani be maktab nemiraft, vaghti miraft, jom’e miraft (Little Hasan never went to school, but when he did, he went on Friday). It tells the story (in poem form- obviously because it’s Iranian 😉 ) of a little boy named Hasan who loved sleeping in and playing with his friends. He never went to school or did his homework. He was pretty much a lazy bum. Eventually, his friends ditch him, and he’s left all alone. So one day, he decides to set his life straight. He wakes up early and prepares for school. When his mom asks where he’s going, he says he’s going to school. She laughs and tells him it’s Friday. The one day he decides to go to school, it’s the weekend. So “getting Hasani to go to school” is what Tap30 does. 

These examples of people not reaching places and loved ones leave you wondering, what if? Sohrab never got the medicine, but what if he had? What would have happened? Would Rostam and Sohrab have hugged? Would Sohrab have lived happily ever after reunited with his father? How about if Leyli and Majnoon married? Or if Hasani finally made it to school? That’s the question Tap30 asked on their Instagram page. They held a little contest to see who could come up with the best plot twist in 100 words or less for any of the proverbs, and the winner was awarded a handsome sum.

Now let’s turn our attention to the campaign that’s going on at the time of writing. This group consists of scenarios that would never happen, but even if they did, Tap30 would still get you to your destination.

Khodam naresam

This one is cute in an ironic way. “Even if I don’t get there,” I’ll get you there.

Sang az âsemun bebâre

This is, simply, a phrase to describe a highly unlikely event. No matter the difficulty, even if “it’s raining stones from the sky” [come hell or high water], they’ll get you where you need to go.

Zamin be âsemun berese

The Persian proverb says, âsemun be zamin nemiyâd (the sky won’t fall to the ground), or “it’s not the end of the world.” Of course, even if it does (or is), Tap30’s there for you.

Donyâ ro âb bebare

In Persian, they say donyâ ro âb bebare, [yâru ro] khâb mibare (if a flood washes the world away, [insert name here] will be washed away by sleep). Persian learners, you’ll notice both parts of this phrase use the verb bordan (to take), which we also use with khâb (sleep) to mean “to fall asleep.” This describes a person who remains cool as a cucumber, thinking only of themselves, even when disaster strikes. In fact, so relaxed are they, that, if anything, it’ll be sweet slumber that washes over them, not the apocalyptic flood. This site has some pictures of people who perfectly fit this description. Not a care in the world, God love ‘em (which I just realized is a southern saying. Thank you, Alabama.).

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