An ambiguous advertising campaign has spread in a number of areas in Greater Cairo over the last few weeks. Many billboards displayed common phrases expressing types of manipulation in Egypt, such as “I have no change, take some gum!”

The advertising company revealed that its campaign was promoting a new transportation booking service called “PQ”, which will provide its services via a smartphone application. The new company will join the fierce competition in the Egyptian market, with the presence of Uber, Careem, and Taxify, as well as a number of local companies.

According to sources, the company was founded by a number of former directors of Careem. PQ reportedly aims to exploit the weaknesses of competing companies to attract customers, offering competitive prices and high quality service in terms of cars and drivers.

PQ launched its services on 27 March in Greater Cairo.