The 'odd' marketing gimmick

A day before Delhi went into the second phase of the odd-even scheme for passenger vehicle owners, taxi aggregator Uber pushed its cab-sharing service with an interesting message. In an email with the subject line, "This is an ODD subject line", the company suggested ways to beat the "odds" with "even" lower fares. It promised a fare as low as Rs 3.50 a kilometre if one opted to share a car with another passenger.