Cab hailing platform Uber today said it has it has roped in Indian cricket team captain, Virat Kohli as its brand ambassador in India.

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"Uber India's association with Virat Kohli will lay the foundation for a host of brand-led interventions in 2018. Besides being the face of the brand, Virat will be actively involved in a series of innovative marketing and customer experience initiatives to be rolled out by Uber India," the company said in a statement.

It, however, did not disclose the financial terms of the partnership.

This is the first time the company has announced a brand ambassador in the Asia Pacific region.

Last month, it had named footballer Mohamed Salah as the brand ambassador for the Egypt market.

"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.

India is a key market for Uber, which is locked in an intense battle for market leadership with homegrown player, Ola.

One of the world's most valued startups, Uber has pumped in millions of dollars in the Indian market towards product building as well as rider and driver incentives among other initiatives.

Commenting on his association with Uber, Kohli said it is great to see how Uber is using technology to revolutionise the way people move around cities and is empowering millions by creating economic opportunities. 

Meanwhile, Uber has recently launched a new service, Express Pool. If you want to take a trip using Uber, but are strapped for cash, Express Pool will make your trips even cheaper.

In a blog, Ethan Stock, Product Director, Shared Rides of Uber introduced Express Pool, a service, similar to Pool in a lot of ways albeit the car won't come to your pickup spot. Instead, you walk a short distance to sit in your ride.

"Riders love the affordability of POOL, but are less excited about the unpredictability that sharing can bring. Using this feedback, we built the next generation of shared rides from the ground up.

"The result is Express POOL, where riders wait a few minutes before their trips begin, and then walk a short distance to a nearby spot for pick up and drop off. Walking and waiting help us make more optimal matches and provide better, straighter, faster routes with fewer detours, delivering an even more affordable and consistent option than POOL to consumers," Stock wrote in his blog.

Once the service comes to India, Express Pool will be another option next to Pool in the main interface. "Once requested, we’ll spend the next few minutes selecting the most compatible co-riders and a driver nearby, and the best spot for pickup within a few blocks of your location. When your ride details are finalized, we’ll give you walking directions and the ETA to pick up so you know when and where to meet your driver and co-riders. Once in the car, you can sit back and enjoy the straighter, faster trip that walking and waiting enables.  As you near the end of your trip, we’ll choose a drop off spot, notify you, and provide walking directions for the last few blocks to your final destination," the blog added.

(With inputs from PTI)