The Telegraph
Thursday , April 16 , 2015

Uber pads up for KKR

Uber promises 'lot of activity this IPL'. There will be several contests and plenty of freebies to be won

Uber, the app-based cab-hailing service, has tied up with Kolkata Knight Riders for the ongoing IPL season.

As the "official logistics partner of KKR", the San Francisco-headquartered company plans to market Uber as the most hassle-free transport option to and from the Eden Gardens through promotions and freebies, said Ashwin Dias, general manager (Calcutta), Uber.

"We will do a lot of activity this IPL season in association with KKR. There will be several contests and plenty of freebies to be won."

At the tap of a button, an AC car would be present at your doorstep to take you to the stadium free of cost if you use the promo code GOKKR. There is a catch though: you have to be new to Uber and the ride is free up to Rs 300.

Uber is not promising such a smooth ride back home after the late-night matches primarily because of the poor mobile connectivity in the stadium, Dias said. But Uber representatives would be present at the exit gates of Eden to help people book a ride and would then guide them to the cabs. "Since the connectivity inside the stadium is poor, we are trying to do whatever we can," he said.

Besides, there will be contests and competitions. "We will have slogan-writing and such other contests and winners would get free tickets. There will be 10 to 12 tickets to be won on a match day," Dias said.

Uber has lined up other contests for KKR fans as well. Lucky winners of contests running on Facebook and Twitter handles of Uber as well as KKR would get to watch a match from the luxury VIP box.

"You would also get a chance to meet and greet your favourite Knight," Dias said. But for that, fans will have to request a ride by tapping a special button called "KKRUber" on the App.

Lucky winners would be taken to the stadium where they can watch KKR practise at the nets, take photographs and talk to their favourite Knights.

Also, there would be plenty of autographed KKR merchandise that would be sold from Uber stalls on the ground.

Dias said Uber continued to chart a growth trajectory in Calcutta that is the fastest internationally, apart from the US. "The Calcutta market has been the fastest growing market since Day 1."

The partnership with KKR is part of Uber's marketing drive. "We grow by word of mouth and such activities are conducted mainly through the social media... We do not have any ad spends," he said.

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