For the third successive week, taxi-hailing app Uber has turned on its charm offensive to engage its ever-growing India user base, this time, with ice-cream.

On Friday, between 11am and 5pm, Uber users can demand ice-cream on their app, by simply selecting their location and requesting ‘ICECREAM’.

Uber has partnered with London Dairy for the promotion. Two ice-creams would be available for delivery at a cost of 200, which Uber says will be delivered to the location specified.

However, when this reporter ordered ice-cream using the app, he got one cup of ice-cream free along with Uber branded sunglasses.

This is the latest in a series of activities Uber has undertaken in recent weeks. Just last week, Uber brought its #uberSUPERCARS initiative to Delhi in partnership with online auto marketplace, Vroom. It offered users an opportunity to ride luxury cars like the Audi R8 for a duration of 15 minutes.

Earlier this month, Uber partnered with online pet store Dogspot and allowed its users to cuddle a puppy, again for 15 minutes, as part of a pet adoption campaign.

While its Supercars and Puppies initiatives were centred around specific Indian cities, Friday’s #UberIceCream activity is part of a global promotional campaign, with 252 cities participating across 57 countries in six continents. Uber is conducting its ice-cream initiative for the fourth consecutive year.

In April, it announced a partnership with MasterChef Australia, which saw its 2014 winner Brent Owens curating a gourmet menu for its users. The promotion was called #uberGOURMET. In Delhi NCR, it introduced a Gourmet Week, where riders could avail restaurant discounts at select places in Gurgaon.

In Kolkata, it resorted to a week-long #RideSmartKol campaign, where its riders would get a “free drink" if they visited Uber’s partner establishments. The offer also included free rides to and from these venues.

Uber’s initiatives in India also included free chopper rides on Valentine’s Day and Holi parties at workplaces, with its #uberHOLI campaign.

Such initiatives have been a part of Uber’s marketing campaign, across the world. Recently, it announced a partnership with football club Chelsea FC to deliver its kits for the 2015-16 season to fans in London.

India is currently Uber’s second-largest market based on city coverage, after the US.