BANGALORE: Uber’s customers in India will be able to order ice-cream on Friday using the taxi hailing app on their smartphones.The initiative, which is highly popular in countries where it was offered earlier, will be only for one day in the six cities, including Bangalore, Delhi and Mumbai, where the US-based company currently has operations."Amidst the heat wave, this kind of an offer seems very exciting," said Delhi-based Ankita Patnaik, who routinely uses the app to hail cabs. In Bangalore, Delhi, Mumbai, Pune and Chennai, the offer is priced at Rs 700. At Pune and Hyderabad, it’s lower at Rs 450."Ice cream takes people back to their childhood and we want our users to enjoy that experience at the push of a button," said Bhavik Rathod, general manager at Uber Bangalore.Globally, Uber is known for its promotional strategies like delivering kittens-on-demand. In India, the company has run several promotional campaigns, including on-demand rides with cricketers Brendon McCullum and Faf du Plessis in Delhi. Uber has tied with premium ice cream brand Häagen-Dazs for the initiative.For their part, Indian taxi service providers are also coming up with their own promotions . Taxi aggregator TaxiForSure has tied up with a Bangalore-based lounge to offer free drops to its customers who participate in its selfie campaign on Friday.Uber is backed by cash-rich companies Goldman Sachs and Google Ventures , among others, and is reported to have clocked over $1 billion (Rs 6,000 crore) in gross bookings last year.