The primary message conveyed by the ads is the assurance of safety, particularly for women travelling alone, when using Grab's services. The focus on safety aims to ease any worries or anxieties that individuals, particularly women, might have about travelling alone. By highlighting this aspect, Grab positions itself as a reliable and trustworthy choice for users, particularly women, offering them peace of mind and a sense of security during their journeys. Furthermore, by focusing on safety, Grab aligns its brand with values of care, responsibility, and inclusivity, appealing to a wider audience who prioritise these aspects when selecting transportation options.