Kohli to bat for Uber as brand ambassador

Last year, cricketer Virender Sehwag had partnered with home-grown cab aggregator Ola to create awareness on pollution. This year, India captain Virat Kohli ( pictured) will bat for rival Uber. The US-based ride-hailing company announced on Friday that the 29-year-old batsman would be its new brand ambassador.

“After a season of hectic tours, it’s finally time for me to take a back-seat,” Kohli tweeted. It is great to see how Uber is using technology to revolutionise the way people move around cities and, in the process, empowering millions by creating economic opportunities, he said.

The development reflects that the company is still willing to burn cash in India, roping in one of the most famous cricketers to be its face. Kohli is the first brand ambassador for the company in the Asia Pacific region. With him on board, the company is better placed to appeal to the larger Indian market. “A few faces are ubiquitous in their ability to sell products and services, and Kohli is one of them,” said brand strategist Harish Bijoor.

Like Sehwag, who through a series of tweets, had driven Ola’s initiative to draw people’s attention towards the benefits of cab sharing, Kohli will be involved in a series of innovative marketing and customer experience initiatives.

“In Virat, we’ve found a partner who reflects the drive we share with everyday India, while embodying our commitment to serving the country,” Uber India and South Asia President Amit Jain said.

Trying to race ahead of each other in India, Uber and Ola are locked in an intense battle to gain more domestic market share. In December last year, SoftBank, the biggest investor in Ola, bought 15 per cent stake in Uber, giving rise to speculation that the two players might merge. However, Uber Chief Executive Officer Dara Khosrowshahi, on a visit to India, denied of any such plans.